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NASCAR’s 2025 Season Kicks Off with International Expansion, $7.7 Billion Media Deal, and New Broadcast Partnerships

David Castro by David Castro
January 27, 2025
in Motorsports
Reading Time: 4 mins read
0

Feb 19, 2024; Daytona Beach, Florida, USA; NASCAR Cup Series drivers Corey LaJoie (7), Kyle Busch (8) and A.J. Allmendinger (16) race three wide for the lead during the Daytona 500 at Daytona International Speedway. Mandatory Credit: Mark J. Rebilas-USA TODAY Sports

The 2025 NASCAR season is shaping up to be a landmark year, with groundbreaking changes on and off the track. From its first-ever international race in Mexico City to a record-setting $7.7 billion media rights deal, NASCAR is pulling out all the stops to secure its place in the global motorsports scene.


The $7.7 Billion Media Deal: A Game-Changer for NASCAR

In a historic move, NASCAR inked a seven-year, $7.7 billion broadcasting deal with four major media partners: Fox Sports, NBC, Amazon Prime Video, and WBD’s TNT Sports. This deal marks a significant upgrade from the previous $820 million-per-season agreement and promises to revolutionize how fans consume NASCAR content.

What Fans Can Expect:

  • Fox Sports: 14 Cup Series races annually, including the iconic Daytona 500.
  • NBC: Exclusive rights to the playoffs and the Championship Race at Phoenix Raceway.
  • Amazon Prime Video: Streaming five exclusive races and all practice and qualifying sessions from the first half of the season.
  • TNT Sports (WBD): Broadcasting five races, with extended coverage on the Max streaming service.

This diverse approach aims to maximize reach, leveraging traditional TV audiences while tapping into the growing streaming market. The deal reflects NASCAR’s commitment to modernizing its brand and appealing to younger demographics.


Ziggo Sport Secures Dutch NASCAR Rights

In a move to expand its international presence, NASCAR renewed its partnership with Ziggo Sport in the Netherlands. Ziggo will hold exclusive broadcast rights for NASCAR races, including the Daytona 500, over the next five years. This makes Ziggo a one-stop destination for American motorsports in the Netherlands, as the broadcaster also holds rights for IndyCar and IMSA.

Ziggo’s Expanding Portfolio:

  • Exclusive rights to major racing events like the Indy 500, Daytona 500, and Rolex 24.
  • Coverage of prominent motorsport series, including MotoGP, Formula E, and DTM.
  • Non-motorsport events like the UEFA Champions League, Diamond League, PGA Tour, and Wimbledon.

While Ziggo dominates Dutch motorsport broadcasting, its inability to secure Formula 1 rights—especially with Max Verstappen as a four-time world champion—remains a glaring omission. F1’s exclusivity with rival Viaplay continues to dominate the Dutch audience.


Mexico City Makes NASCAR History

For the first time, NASCAR will go international with a race in Mexico City, further cementing its efforts to globalize the sport. This marks a significant step in bringing the high-octane excitement of NASCAR to new audiences, aligning with the series’ broader strategy to grow its fanbase.


New Rules for 2025: Playoffs and Grid Size

In addition to its global expansion, NASCAR has introduced significant rule changes for the 2025 season:

  1. Playoff Waiver System: Adjusted to ensure competitive fairness.
  2. Grid Size: Revised to accommodate evolving team strategies and logistics.

These changes reflect NASCAR’s effort to modernize its competitive framework and enhance the race-day experience for fans and teams alike.


The Stakes Are High for NASCAR’s Future

While NASCAR’s $7.7 billion media deal and international ventures signal bold ambition, the sport faces challenges in addressing declining viewership and audience engagement. The inclusion of streaming platforms like Amazon and TNT Sports could attract younger fans, but the success of this strategy will depend on seamless integration and content accessibility.

The addition of international races and partnerships like the one with Ziggo Sport showcases NASCAR’s intent to broaden its global footprint. However, whether these moves can reignite domestic passion for the sport remains to be seen.

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