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Formula 1 vs. NASCAR: The Battle for America’s Motorsport Audience Intensifies

Carl Smith by Carl Smith
February 11, 2025
in Motorsports
Reading Time: 5 mins read
0
Formula 1 vs. NASCAR: The Battle for America’s Motorsport Audience Intensifies

Oct 20, 2024; Austin, Texas, USA; Drivers start the race at the Formula 1 Pirelli United States Grand Prix at Circuit of the Americas. Mandatory Credit: Jay Janner-Imagn Images

The way we watch motorsports is changing—fast. Both Formula 1 and NASCAR are making major media rights moves, but they’re taking very different approaches. While F1 is setting the stage for a high-stakes bidding war that could bring in a streaming giant like Netflix, NASCAR is opting for a hybrid model, blending traditional TV with streaming services like Amazon Prime Video and TNT Sports.

With media rights revenue soaring, the question remains: Will F1’s media shake-up finally dethrone NASCAR as America’s motorsport king?


Formula 1’s Aggressive Play for Bigger Media Rights Deals

Formula 1’s exclusive negotiating window with ESPN has expired, opening the door for a fierce bidding war. F1’s popularity in the U.S. is at an all-time high, fueled by corporate interest, massive sponsorship deals, and the runaway success of Netflix’s “Drive to Survive.”

The Numbers Behind F1’s Media Expansion

📈 Current ESPN Deal (2023-2025): $75M-$90M per year
📈 Projected New Deal: Nine-figure range ($100M+ per year)
📈 Potential Bidders:

  • Netflix (first-ever attempt at live sports broadcasting?)
  • NBC Sports (looking to reclaim F1 rights)
  • Fox Sports (adding to its NASCAR and motorsport coverage)
  • Amazon Prime Video (expanding its live sports catalog)
  • Warner Bros. Discovery (WBD)
  • The CW (making an aggressive push into sports)

Industry experts predict that F1’s next media deal could push its U.S. revenue into unprecedented territory, especially with the Lewis Hamilton-to-Ferrari storyline and Apple’s Brad Pitt-led F1 movie set to drive even more mainstream attention in 2025.

“F1 is looking at the growth of Tier 1 sports in this marketplace and saying, ‘We want our cut,’” said Octagon’s Dan Cohen, an expert in media rights negotiations.

But even with this expected revenue boost, F1 still has a long way to go before it can challenge NASCAR’s massive media rights dominance.


NASCAR’s Hybrid Model: Balancing Tradition with Streaming

Meanwhile, NASCAR is playing the long game, securing a $7.7 billion, seven-year media rights deal that runs through 2031. Unlike F1’s potential streaming-first approach, NASCAR is blending traditional TV and digital platforms to maximize audience reach.

Breaking Down NASCAR’s New Media Deal

🏁 Fox Sports – 14 races (including Daytona 500)
🏁 NBC Sports – 14 races (including Championship Race at Phoenix)
🏁 Amazon Prime Video – Exclusive streaming rights for select summer races
🏁 TNT Sports – Mid-season race package (returning after a decade-long absence)

💰 Annual U.S. Media Rights Revenue:

  • NASCAR: $1.1 Billion
  • Formula 1 (projected 2025+): $100M+
  • IndyCar: $20M

🚨 Takeaway: NASCAR’s deal keeps it financially dominant, while F1 is still playing catch-up in the U.S.

According to industry analysts, NASCAR’s hybrid strategy is necessary:

“The sports media landscape is changing, and NASCAR is adapting,” said a source close to the negotiations.
“They’re blending streaming with traditional TV to maximize exposure while still keeping longtime fans engaged.”

But not all fans are convinced.

“Putting races behind a paywall on Amazon Prime could be a problem for accessibility,” warned media analyst Dan Cohen.
“NASCAR has to be careful not to alienate core fans who expect to flip on their TV and find a race.”


The Bigger Picture: NASCAR vs. F1 in the U.S.

What Works in NASCAR’s Favor?

✅ Still the No. 1 motorsport in America (more races, deeper fanbase)
✅ Higher TV ratings (especially for major races like Daytona 500)
✅ Stronger corporate sponsorship and U.S. brand investment

What Works in Formula 1’s Favor?

✅ Explosive growth in the U.S. market (thanks to “Drive to Survive”)
✅ Global reach attracts high-end sponsors and elite brand deals
✅ Mega-events like Miami and Las Vegas are drawing new audiences

While F1 is gaining ground, NASCAR’s entrenched history and stronger financial position still give it the upper hand—for now.


Final Verdict: Who Wins the Media War?

F1 is making a bold move. With Netflix, Amazon, and major networks circling, its next media deal could be game-changing. But can it truly overtake NASCAR in the U.S. market?

🚀 If Netflix lands F1’s rights, it could disrupt traditional sports broadcasting like never before.
📺 If NASCAR’s hybrid model works, it could solidify its dominance for another decade.

One thing is clear: the motorsports media landscape is shifting, and the battle for America’s motorsport audience has never been more intense.

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