NASCAR races to Prime Video in first-ever streaming deal.
NASCAR recently announced a new seven-year licensing deal with NBC, Warner Bros. Discovery, Fox, and Amazon. Each year’s races will rotate across the four companies, with Fox beginning each season. The 14 races on Fox will air on Fox (five races) and FS1 (the remaining nine). From there, Prime Video will air five races, the first-ever to run on a streamer. The next five races will be simulcast on Max (through the Bleacher Report Sports add-on) and TNT. The remaining 14 races will then air on NBC, with four airing on NBC network, while the final 10 will appear on the USA network. Also new to this rights deal are practice and qualifying rounds. Prime Video will carry the first half of the season (with a few exceptions remaining on Fox), while the back half of the season’s prelims will simulcast on Max and TruTV. The new deal takes effect with the Daytona 500 in 2025 and will run through the 2031 season.
The Circana Take:
- Sports is still a huge component of the home entertainment landscape, and as the shift from linear to streaming continues to evolve, it is no surprise to see streamers getting involved in major licensing deals.
- Prime brought a younger audience to the NFL through its exclusive Thursday Night Football, so there is potential upside for NASCAR here as well.