In 2024, the streaming world turned its focus to live sports, with Netflix and Amazon Prime leading the charge. The catalyst? A bizarre showdown between Jake Paul and Mike Tyson—a spectacle more circus than sport. Yet, it shattered records, drawing 65 million streams and proving one thing: live sports on digital platforms are a goldmine. NASCAR has taken note, and its latest $7.7 billion media rights deal might just redefine the future of motorsport.
Netflix and Amazon break the mold
The Tyson-Paul fight was a watershed moment for streaming. As Netflix ventured into live sports, it saw an unprecedented spike in viewership, leveraging the bout to cement its dominance in the streaming market. Beyond the hype of one fight, Netflix began securing NFL games and WWE programming, showcasing the value of live events in boosting subscribers and attracting advertisers.
“Netflix reaffirms its leadership position and is running away in the streaming market,” said Paolo Pescatore of PP Foresight.
Amazon Prime also jumped into the fray, solidifying its role as a sports streaming juggernaut with NFL’s Thursday Night Football and exclusive deals for major events.
NASCAR’s $7.7 billion gamble
For NASCAR, streaming isn’t just a shiny new toy—it’s a survival strategy. Once a ratings powerhouse on cable, NASCAR’s audience has aged and dwindled, particularly among younger viewers. But the digital era offers a chance to rebuild.
The sport’s new media rights deal introduces Amazon Prime and Warner Bros. Discovery as key partners. Amazon will stream five marquee races, including the iconic Coca-Cola 600 and NASCAR’s international debut in Mexico City. Warner Bros., meanwhile, will air select races on TNT and stream them on Max, its flagship platform.
The boldest move? NASCAR’s partnership with Twitch. Amazon’s live-streaming platform will host select races, where streamers can hold watch parties, bringing fans into real-time discussions. This interactive approach targets tech-savvy Gen Z audiences who crave engagement over passive viewing.
Fox Sports doubles down on free streaming
While NASCAR’s Amazon and Warner Bros. deals have grabbed headlines, Fox Sports isn’t stepping aside. Instead, it’s expanding its Tubi platform with a free, ad-supported NASCAR channel. This 24/7 hub will feature documentaries, classic race replays, and video podcasts, catering to both hardcore fans and casual viewers.
“@NASCAR is to launch a free ad-supported television channel on the Fox-owned @Tubi streaming platform later this month,” reported Adam Stern of Sports Business Journal.
By blending premium streaming deals with free content, NASCAR is strategically widening its reach without alienating traditional fans.
Streaming as a game-changer
NASCAR’s streaming overhaul isn’t just about technology—it’s about reimagining fan engagement. Amazon’s interactive watch parties on Twitch and Warner Bros.’ seamless integration of Max with TNT are designed to capture a fragmented audience. The digital-first approach mirrors how younger viewers consume content, potentially reigniting NASCAR’s cultural relevance.
Additionally, the partnership with platforms like Tubi provides an essential bridge for long-time fans resistant to change, keeping classic races and behind-the-scenes content accessible for free.
What’s at stake?
For NASCAR, this isn’t just a media deal—it’s a battle for survival in a rapidly evolving sports landscape. The sport’s future hinges on its ability to attract younger fans while keeping its loyal base intact. With Netflix, Amazon, and Twitch in the mix, NASCAR might finally be equipped to reclaim its position as a fan-favorite spectacle.
The big question: Will these streaming deals translate into a revitalized fan base, or will the sport’s core audience struggle to adapt to the digital shift? Either way, NASCAR’s gamble signals one thing: the race for motorsport’s future has officially begun.