Sun Nov 17 18:10:00 UTC 2024: ## NASCAR Speeds into the Future with Record-Breaking TV Deal Despite Viewership Challenges

**Charlotte, NC** – NASCAR concluded a successful, albeit turbulent, 2024 season, capped by Joey Logano’s championship win. Despite facing headwinds including rain-affected races leading to viewership drops and a lawsuit from Michael Jordan, the sport ended the year with a 1% year-over-year viewership increase, averaging 2.892 million viewers per race. This remains significantly higher than Formula 1’s US viewership.

The sport’s resilience is underpinned by a groundbreaking seven-year, $7.7 billion media rights deal with Fox, NBC, Warner Bros. Discovery, and Amazon. This deal, representing a near-35% increase in media rights fees, will see NASCAR races spread across four broadcasters starting in 2025. NASCAR President Steve Phelps expressed confidence in Amazon’s commitment to promoting the sport at the level of the NFL, leveraging the high percentage of NASCAR fans who are already Amazon Prime subscribers.

While the multi-platform broadcast strategy raises concerns about discoverability, NASCAR believes the deal’s benefits outweigh the risks. The increased revenue will fuel continued modernization efforts, including a renewed Netflix series attracting younger audiences and a $53 million investment in a new production facility. These initiatives, combined with international expansion (races in 12 countries, broadcast in 185 countries), signal NASCAR’s ambitious global growth strategy. The addition of a Mexico City race next year further exemplifies this international push. Despite challenges, NASCAR’s financial performance remains strong, boasting $362 million in sponsorship revenue from major corporations.

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