### NASCAR Eyes Revenue Boost with New Media Partners; Amazon, Warner Bros. Discovery, and Mystery Broadcaster Compete for Summer Races
#### Introduction
In a strategic move to diversify its media rights and boost revenue, NASCAR reportedly draws interest from Amazon, Warner Bros. Discovery, and an unnamed third broadcaster for a new summer race package. This initiative represents a significant shift in NASCAR’s media strategy, aligning with broader trends in sports broadcasting.
#### NASCAR’s Media Strategy
NASCAR’s existing contracts with NBC and FOX, which pay a combined $820 million per year, expire at the end of the 2024 season. NASCAR is seeking a 10% to 15% increase in rights fees as part of its next cycle of media deals. This ambition was further highlighted by The CW’s recent agreement to pay $805 million for broadcast rights to the NASCAR Xfinity Series from 2025-2031.
#### Amazon’s Interest
Amazon’s interest in the NASCAR summer race package is consistent with its previous involvement in sports streaming, such as its rights to the NFL’s Thursday Night Football. Securing a package of six to eight NASCAR races during the summer could further solidify Amazon’s position in the sports streaming market, offering unique content to its subscribers.
#### Warner Bros. Discovery’s Plans
Warner Bros. Discovery is no stranger to NASCAR, having aired races on its TNT network until 2015. The company is now interested in expanding sports programming on HBO Max, potentially making the streaming service a home for NASCAR’s new summer package. This move could fill a gap in Warner Bros. Discovery’s sports schedule during the summer months after the NBA season is over, and align with plans to offer an expanded slate of sports on its Max streaming service.
#### Mystery Third Broadcaster
Details about the unnamed third broadcaster partaking in the negotiations remain scarce. The presence of this mystery player adds an intriguing twist to the bidding war and could potentially impact the deal’s final terms.
#### Viewership and Market Trends
NASCAR’s viewership has seen fluctuations, with the average viewership for the NASCAR Cup Series increasing last year to about 3 million per race, down about 4% compared to 2018. The league’s aim to boost revenue by adding new media partners reflects a trend across sports, as leagues balance the dueling interest from streaming services and legacy TV networks. The NFL and NBA have also explored separate streaming packages, highlighting the evolving landscape of sports broadcasting.
#### Conclusion
NASCAR’s negotiations with Amazon, Warner Bros. Discovery, and the mystery third broadcaster represent a pivotal moment in the league’s media strategy. The potential deals could significantly impact NASCAR’s revenue and reshape fans’ engagement with the sport. As the negotiations unfold, they offer a glimpse into the future of sports broadcasting, where streaming services and traditional networks continue to vie for valuable content. The outcome could set a precedent for other leagues, emphasizing the importance of diverse media partnerships in the ever-changing world of sports entertainment.