NASCAR’s Highly Speculated Partnership With Amazon Divides Stock Car Community

The 2023 NASCAR season has been an amalgamation of emotions, marked with its own set of highs and lows. However, it is not just the sport that encountered these extremities but also the broadcasting partners, FOX and NBC. Both the broadcasting giants were able to churn out a fair share of viewership across the three series, with an occasional dip in ratings.

However, with NASCAR’s deals with the two broadcasting giants set to come to a closure after the 2024 season, it seems that the organization is set to implement major shifts in its streaming gamut. In order to stay attuned to the current trends, it is speculated that online streaming platforms might emerge as the biggest players in broadcasting the sport. However, these possible changes regarding the broadcasting have left the NASCAR fandom divided.

NASCAR’s broadcasting agreement attracts a new partner

FOX and NBC have been long-standing partners of NASCAR when it comes to live TV broadcasts. In 2014, the media giants entered into a split partnership and made a 10-year, $8.2 billion broadcasting deal with NASCAR. It came into effect the next year and will expire at the end of the 2024 season.

As a result, the teams have restrained themselves from releasing charters into the market, with hopes that the new deal will allow them to fetch more revenue. Moreover, it is speculated that NASCAR is willing to expand its mid-season offer for up to 10 races to online streaming platforms. Among the frontrunners to finalize a deal are Jeff Bezos’s Amazon and Warner Bros’ Discovery TNT. 

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In a report released by the Sports Business Journal, it was stated, “Both Amazon and Turner remain front-runners to pick up the midseason package, sources say. It is possible that the two could split the package, with each getting five races. NASCAR hopes that one of the media companies will agree to take the entire 10 races.”

Moreover, the report also asserted that FOX and NBC have agreed to re-up as NASCAR’s broadcasting partner for television. This is despite the rise of live-streaming services and the consequent decline in TV viewership numbers across all major sports globally. 

With online streaming speculation, NASCAR fans share divided opinions

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With speculations about the upcoming media deal rife on social media, fans are left divided on the outcome. Replying to a post on NASCAR’s subreddit, many supported the move to online streaming of races. However, an equal number did not shy away from lashing out at the authorities.

A few enthusiastic Redditors wrote: “Honestly wish there was just a full season streaming option so I could ditch 80 bucks a month YouTube TV.”
“As long as it’s during a connecting period of time and somewhat reasonable cost, count me in. I’ll gladly cancel YouTube TV for 2 months in the summer to pay $15 or $20 just for NASCAR..”
“Streaming is the future. Fewer people have traditional cable each year. The only reason I have YoutubeTV is to watch the races..”

There were others who were not so sure. A fan commented, “I haven’t watched a single Thursday night game since they put it on streaming. I’m not sure how this will change my viewing habits.”

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Others, who were in opposition, wrote: “FOX and NBC are over the air. USA and FS1 are covered on nearly every basic cable plan. You make it sound like you had to go out and sign your life away and pay for on four different network contracts. I’m guessing you weren’t a fan when, in a given season, there were races on ESPN, ABC, TBS, TNN, and CBS.”

A fan shrewdly observed, “NASCAR fan: streaming is the future! NASCAR needs races streamed online! NASCAR: we’re gonna start offering race broadcasts via a streaming service. NASCAR fan: idiots.”

With a concrete decision yet to be finalized, it will be interesting to see how the authority spans out its streaming strategy. Will it follow the same road as other sports and showcase the sport on streaming sites or will the cable channels remain the dominating factor?