Month: January 2025

NASCAR

NASCAR’s Move Away From Cable Could Be Monumental in the Next Decade

clasicsport

In 2024, streaming platforms like Netflix and Amazon Prime boldly ventured into live sports, with a bizarre yet highly publicized fight between Jake Paul and Mike Tyson as the catalyst. Although the match was widely criticized for its chaotic nature, the results were undeniable—streaming live sports proved to be a lucrative opportunity. This shift opened the door for struggling sports, such as NASCAR, to explore new ways of reaching audiences. With new partnerships involving Amazon, TNT, the CW, and Twitch, NASCAR may be on the verge of transforming its fan experience.

Netflix’s success in live sports streaming was evident with the staggering 65 million views for the Tyson vs. Paul bout. Industry experts, such as Paolo Pescatore of PP Foresight, highlighted Netflix’s dominance in the streaming market, bolstered by its investments in events like NFL games and WWE programming. These moves demonstrated how live sports could attract subscribers and advertisers alike.

For NASCAR, the move to streaming is a strategic response to declining cable viewership and a shift in media consumption habits, particularly among younger audiences. Its $7.7 billion media rights deal with Amazon Prime and Warner Bros. marks a significant pivot from traditional cable. Amazon will stream five Cup Series races, including the iconic Coca-Cola 600 and the Mexico City race, while Warner Bros. will broadcast on TNT and Max. Additionally, Amazon-owned Twitch will enable interactive race streams, engaging tech-savvy fans with watch parties and real-time interactions.

Fox Sports also remains a key player, expanding NASCAR’s presence on its free streaming platform, Tubi. This channel will offer documentaries, classic races, and video podcasts, catering to nostalgic fans who value cost-free access. Tubi’s content mirrors the spirit of the Speed Channel, blending nostalgia with fresh features to retain NASCAR’s core audience.

The new media strategy also includes global ambitions, with the Mexico City race on June 15, 2025, marking NASCAR’s first Cup Series event outside the U.S. since 1958. This international race will stream on Amazon Prime, introducing the sport to new global audiences.

Under the leadership of Ben Kennedy, NASCAR is embracing streaming as a way to revitalize its image, attract younger fans, and secure its future. This bold shift could redefine NASCAR’s legacy in the era of digital sports entertainment.