“I couldn’t be more excited to be expanding our partnership with NASCAR with Full Speed Entertainment,” said Connor Schell, the CEO and founder of Words + Pictures, on September 30, 2024. That excitement was shared by NASCAR fans when NASCAR Studios and Words + Pictures announced the formation of Full Speed Entertainment, a production partnership set to bring a wave of premium racing content.

From gripping documentaries to special events and podcasts, the venture promised an all-access look at the sport like never before. One of its biggest projects? The highly anticipated second season of NASCAR: Full Speed, set to premiere season 2 on Netflix in 2025. But as the green flag waved on the new NASCAR racing season, one thing was missing—Full Speed was nowhere to be found. And now, with another Netflix racing series being prioritized, fans are left wondering: What’s going on?

Netflix expands its motorsport grip, but NASCAR fans are left waiting

In a strategic move to enhance fan engagement, Netflix has partnered with sportswear giant PUMA to launch the inaugural “Drive to Survive” merchandise collection. This collaboration offers fans exclusive apparel, including caps, t-shirts, and sweatshirts, inspired by the high-octane world of Formula 1. The collection is available through PUMA’s official channels, allowing fans to showcase their passion both on and off the track.

This merchandise release coincides with the premiere of “Formula 1: Drive to Survive” Season 7, set to debut on Netflix this Friday. The series has been instrumental in boosting Formula 1’s global popularity, providing viewers with an intimate look into the lives of drivers and the intricacies of the sport. Season 6 averaged 2.9 million views in its opening week, underscoring its significant impact on the open-wheel racing series’ fanbase.

In contrast, fans of “NASCAR: Full Speed” are experiencing a longer-than-expected wait for the show’s second season. While Season 1 premiered in January 2024, Season 2 has possibly been delayed until April 2025. Thus, it is missing the traditional pre-season release window. This postponement means that by the time the new season airs, several NASCAR races will have already taken place (minimum 7). If the series is delayed any further, we could be halfway into the season, further affecting viewer engagement.

The timing of such docuseries is crucial, as they often serve to build anticipation ahead of the racing season. Nielsen data revealed that 88% of first-week viewers of “NASCAR: Full Speed” had not watched the previous season’s championship race, indicating the show’s role in attracting new audiences. Similarly, “Drive to Survive” has been credited with converting casual viewers into dedicated fans, contributing to increased race viewership.

As Netflix continues to expand its motorsport content, collaborations like the PUMA merchandise line demonstrate innovative approaches to fan engagement. However, timely releases remain essential to maximize impact. This is evidenced by the differing strategies and outcomes of Formula 1 and NASCAR’s respective series. Is the Netflix-PUMA partnership a sign that Netflix is prioritizing Formula 1 over NASCAR? Or is it simply capitalizing on F1’s larger global audience?

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Formula 1’s ascendancy – Outpacing their motorsport rivals in global viewership

In recent years, F1 has experienced a remarkable surge in global popularity, particularly in the United States. Live sports broadcasts for F1 have maintained strong viewership. U.S. ratings averaged over 1 million viewers per race over the past three years. This growth is further evidenced by the success of the Netflix series ‘Drive to Survive’. It has played a pivotal role in attracting new fans to the sport.

In contrast, NASCAR has faced challenges in retaining its traditional audience. The viewership has remained stagnant at around the 2.86 million mark in the last couple of years. But when compared to viewership numbers from 2022 and earlier, it has declined. This downward trend suggests a shifting landscape in motorsport viewership. On the other hand, F1 is gaining traction among younger demographics, particularly those aged 18 to 49.

Recognizing the need to expand its global footprint, NASCAR has announced a historic move to host a Cup Series race in Mexico City. The race will take place at the Autódromo Hermanos Rodríguez on June 15, 2025. This event marks the first international points-paying race in the series’ modern era. It reflects NASCAR’s commitment to reaching new audiences beyond its traditional U.S. base.

To promote this venture, prominent NASCAR drivers, including Chase Elliott and Daniel Suárez, have already engaged in promotional activities in Mexico. These efforts aim to generate excitement and connect with local fans ahead of the upcoming race. The move signals NASCAR’s dedication to embracing a more international presence.

As F1 continues its upward trajectory and NASCAR seeks to revitalize its appeal through international expansion, the motorsport industry stands at a crossroads. Will NASCAR’s efforts to globalize its brand successfully counter F1’s burgeoning dominance? Or is this a sign that F1 is solidifying its position as the premier motorsport series worldwide? Let us know in the comments!