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NASCAR inks new broadcast deals valued at over $7 billion

A NASCAR race in 2019. (Photo by Zach Catanzareti via Wikimedia Commons)
A NASCAR race in 2019. (Photo by Zach Catanzareti via Wikimedia Commons)

Gentlemen, start your servers.

The National Association for Stock Car Auto Racing (NASCAR) announced a blockbuster media rights package valued at over $7.7 billion, one that includes streaming-only rights for some Cup Series races that will move to Amazon’s Prime Video.

The deal also includes television rights to NASCAR events for Fox Corporation, Warner Bros Discovery (WBD) and Comcast, with events broadcast on Fox, Fox Sports 1 (FS1), NBC and TNT.

The deal was first reported by the Sports Business Journal on Wednesday. The contract starts with the 2025 race season.

“With their compelling innovations in streaming multiple live feeds and data-driven insights, Prime Video has quickly become a staple in the homes of millions of consumers and sports fans throughout the country, including many NASCAR fans,” Steve Phelps, the president of NASCAR, said in a statement. “We are thrilled to pair our proven ability to bring a large-scale audience of passionate fans with Prime Video’s potential to introduce our sport to new viewers utilizing their unique platform beginning in 2025.”

“We’re thrilled to bring the excitement and power of NASCAR to our Prime members, with five Cup Series races coming to Prime Video each season, starting in 2025,” Jay Marine, the vice president and global head of sports for Prime Video, said on Wednesday. “NASCAR Cup Series racing is an iconic American tradition, and it will be a sensational addition to the lineup of premium live sports on Prime Video.”

Comcast’s NBC Sports will continue to serve as the exclusive broadcast partner for the final 14 NASCAR Cup Series events. Some of those races will air on NBC, while others will be relegated to USA and streamed on Peacock.

“We are thrilled that the NASCAR champion will continue to be crowned on our platforms for years to come,” Rick Cordella, the president of NBC Sports, said on Wednesday. “Whether it’s the unpredictability of a superspeedway, a Playoff cutoff race, or the championship finale, NBC Sports will use its wide array of platforms to present the dramatic conclusion to every NASCAR season for what will be 17 years at the end of this extension.”

Races aired on WBD’s TNT are expected to simulcast on streaming service Max, where they will be incorporated into the Bleacher Report Sports add-on package. The package is currently free with certain Max commercial-free tiers, but is expected to cost $10 per month or more by the time the NASCAR rights deal takes effect.

“We are thrilled to welcome NASCAR back to TNT Sports, and build on our rich, shared history of providing immersive fan experiences that only our world-class team can deliver,” Luis Silberwasser, the chairman and CEO of WBD Sports, said in a statement. “This agreement expands our portfolio of premium sports content throughout the summer and further elevates Max and our leading linear networks. We look forward to utilizing all of our resources to create new opportunities for compelling storytelling that connects with our fans, as we present the thrilling action and excitement on the track in innovative ways throughout the entire NASCAR season.”

Earlier this year, Nexstar Media Group and its CW Network inked a deal to bring some NASCAR Xfinity Series events to free broadcast TV, starting in 2025. Around 33 races will be aired on the CW Network at a cost of $115 million over seven years.

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About the Author:

Matthew Keys

Matthew Keys is the publisher of The Desk and reports on the business and policy matters involving the broadcast television, streaming video and radio industries. He previously worked for Thomson Reuters, Disney-ABC, Tribune Broadcasting and McNaughton Newspapers. Matthew is based in Northern California, has won numerous awards in the field of journalism, and is a member of IRE (Investigative Reporters and Editors).