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Dude, Where’s My NASCAR? Part II

This year, NASCAR spread its races across five different media companies—everyone from Amazon Prime to The CW—testing fans’ loyalty, financial fitness, and scheduling awareness. After the grumbling stops, is it time to ask when enough is enough?

Steve Phelps Nascar
NASCAR’s new, much sweeter rights deals kicked off with last weekend’s Daytona 500. The seven-year pacts are worth a total of $1.1 billion annually, up from about $800 million, and now involve five media companies. Photo: Chris Graythen/Getty Images
John Ourand
February 21, 2025

For the past decade, NASCAR Cup Series races have been relatively easy to find: Fox carried the first half of the season, NBC carried the second. But a couple of years ago, as NASCAR executives started negotiating new media rights, they discovered what other sports leagues had already figured out—spreading your schedule across as many platforms as possible was the surest way to increase value.