Let’s journey back to the year 1985. It was a time of excitement for motorsport enthusiasts as NASCAR began nationwide live telecasts of the Cup Series. This move brought the thrill of the track to living rooms across the country, allowing fans to enjoy the entire season from the comfort of their homes. However, the process of securing these broadcasts was not an easy one, involving complex negotiations with individual track owners, which led to a fragmented media landscape.
In a strategic shift, NASCAR consolidated its media rights in 2001, culminating in a staggering $2.4 billion contract with industry giants like Comcast and Fox. Fast-forward to late 2023, and the sport added yet another transformative chapter to its story with an unprecedented $7.7 billion TV deal. This agreement marked the birth of a fresh broadcasting era from 2025 to 2031, involving four major players: NBC, Fox, Amazon, and Warner Bros Discovery. But as the dust settled, fans began expressing discontent, primarily due to a surprising (and largely unwelcome) announcement.
The controversy began as NASCAR prepared for the 2025 Atlanta Spring Race. Veteran NASCAR journalist Bob Pockrass tweeted about a significant shift in the broadcasting model: FOX Sports would produce all 11 practice and qualifying sessions to stream on Prime Video. The announcement triggered a wave of backlash among fans.
The recent $7.7 billion media rights deal for 2025-2031 marked a critical juncture for NASCAR, and Amazon’s pioneering venture into live motorsport broadcasting. However, fans voiced their irritation at having to subscribe to Prime Video to access practice and qualifying sessions, which were previously available on traditional broadcasting channels. The platform also holds exclusive streaming rights for five races during the season, leading many to argue that this move risks alienating viewers who prefer traditional broadcasting methods.
Fans’ frustrations compounded when they discovered that while Fox would be producing these sessions, they would not be aired on the Fox network. Instead, viewers would be required to pay for a subscription service to watch these events. Considering the steady increase in the cost of Amazon Prime Video subscriptions over the years, fans have taken to social media to debate the content’s accessibility, along with other Amazon services.
The sentiment among fans is that if Fox is producing the sessions, they should logically be broadcast on Fox’s existing channels. The expectation has always been that practice, qualifying, and the races would be easily accessible. Moving the first two events to Prime Video has left many feeling disgruntled—a sentiment reminiscent of the backlash when NASCAR inked a deal with ESPN in 2007.
As the NASCAR community voices its concerns about the shift to Prime Video and its potential impact on race coverage, it’s evident that this is just the tip of the iceberg. A broader discussion on how these changes affect the fan experience is underway.
Fan dissatisfaction with NASCAR’s broadcasting decisions isn’t new. The recent decision to shift practice and qualifying sessions to Prime Video has further incensed fans, especially considering Fox’s role in producing these sessions. One fan, questioning the logic behind the move, asked, “So if FOX is doing all the work, equipment, and team, why is it on Prime and not FS1?” This question underscores the confusion surrounding the coverage as fans expect these events to remain easily accessible on traditional television channels.
Moreover, the inability to record these sessions has left some fans feeling frustrated. They now must solely rely on streaming, or wait for highlights or the complete race to be uploaded on YouTube, which usually takes a couple of days after the event. Some fans have taken a hard line, vowing not to watch the next 11 practice and qualifying sessions, or refusing to sign up for Prime. They view this shift as a “pure money grab,” with one disgruntled fan remarking on how NASCAR seems to be failing as a watchable sport.
As NASCAR navigates this new broadcasting landscape, the question remains: will they be able to address these concerns and keep fans engaged? The transition appears to be alienating loyal supporters. What are your thoughts on the matter? Are you content with the shift, or do you share the fans’ frustrations over the latest NASCAR announcement? Your feedback is invaluable.
