How Much Does NASCAR Make from TV Rights? The Business of Broadcasting Stock Car Racing
NASCAR has been the crown-jewel of the American motorsports industry for decades, so, you bet it's landed some lucrative TV deals along the way. These mega-bucks contracts have kept the high-octane sport front and center for fans, whilst also providing a useful edge for broadcast companies looking to remain relevant in an increasingly competitive TV and streaming landscape.
Together, NASCAR and its media partners have built an entertainment powerhouse, keeping fans on the edge of their seats with thrilling races and constantly improved access, from in-car cameras to exclusive, behind-the-scenes content. In this article, we’ll dive into the business side of America’s premier racing spectacle.
*Disclaimer: All information regarding NASCAR broadcast deals and viewing options is accurate as of the 2025 season. Broadcast rights and availability are subject to change in future seasons.
The Current NASCAR TV Rights Deal
NASCAR, like every other major sport in America, drives most of its revenue from its incredibly lucrative broadcasting deals. Long-term agreements with FOX and NBC Sports cover the majority of the season, and have done for many years, but there will be a few changes beginning in 2025.
Between 2025 and 2031, Amazon Prime Video, TNT and the CW Network are also getting in on the action. In conjunction with FOX and NBC, who will distribute 14 Cup races each, the full deal works out at an annual $1.1 billion fee. Fox Sports will be airing the early season spring races, including Daytona 500, while NBC will be getting the late-season fall races, including the entire NASCAR Cup Series playoffs.
Amazon Prime Video will stream five cup races in early summer, with TNT then picking up the five late summer races. The CW, on the other hand, will broadcast the NASCAR Xfinity Series.
All of these NASCAR broadcasting deals begin in 2025 and run through to the 2031 season. With so many different broadcast and streaming services getting involved, finding out how to watch NASCAR on TV can be tricky. Thankfully, Live Sports on TV showcases the up-to-date NASCAR TV schedule and relevant broadcast information.
What is the Impact of TV Revenue on NASCAR?
These broadcasting deals make up a vast proportion of NASCAR revenue, influencing everything from team budgets to the fan experience. The $1.1 billion worth of annual income from FOX, NBC, Amazon, TNT, and the CW provides a steady income that helps to sustain the sport, primarily being distributed among teams, drivers, track owners, and NASCAR operations.
Teams will now have more money to invest in their car and pay their drivers, and track owners might expect to see a pay bump as well, provided they continue to deliver entertaining and financially viable events. For NASCAR, these big-money deals also fuel everything from their marketing efforts to their safety improvements, which contribute towards the overall improvement of the sport.
Furthermore, these high-profile TV deals can have a significant influence over other revenue streams, such as sponsorship. Higher TV viewership makes NASCAR a more appealing advertising vehicle, which means more money. And, with Amazon Prime now picking up some races in 2025, NASCAR streaming options are increasing. The company is tapping into a brand new potential audience by making itself available to subscribers who wouldn’t normally have access, which is exactly the kind of thing that can grow the sport and bring more fans and money into it in the long run.
From team budgets to sponsorship and opening the door to new markets, NASCAR media rights really do play a huge part in shaping the NASCAR landscape as it is now, and what it hopes to be in the future.
What Does the Future Hold for NASCAR Streaming and Broadcast Deals?
The television and streaming landscape has undergone significant changes over the last decade, and it would be foolish to not expect more similar changes over the next decade. The future of NASCAR TV rights will be heavily influenced by this evolving landscape, which seems to be trending away from cable providers and heavily influenced by younger audiences.
Sports fans nowadays want to be able to enjoy a wide array of sports and entertainment on one platform, whilst on the move and with flexible contracts. This is what has led to the emergence of platforms like YouTube TV, Peacock, Hulu, and more, so it’s easy to see those major names wanting to get stuck into the NASCAR action when the next TV deals are negotiated.
Like with many other sports, fans want streaming NASCAR races to be easy, and, with the trajectory that the sport is heading on, the potential for a NASCAR subscription-based service could also be on the cards, not too dissimilar to what the NFL has with Gamepass, or what the NBA has with League Pass. Perhaps with that kind of access, NASCAR will see its place in the US sports market grow even further, bringing in yet more lucrative sponsorship and TV deals.
The introduction of Amazon Prime, TNT and the CW into the NASCAR TV rights deal in 2025 is a sign of NASCAR evolving with the ever-changing TV and streaming landscape. These TV deals are the key to keeping the sport ticking over, fueling everything from team budgets to marketing efforts, and they will play a huge part in the future evolution of the sport. Whether that means even more options and TV partnerships in 2031, we will have to wait and see.
For now, fans know that NASCAR on NBC and Fox is here to stay, but that they are sharing the fun with TNT, Amazon Prime Video, and the CW as part of their next deal, spanning between 2025 and 2031.
Author: Venuse, Inc.