NASCAR's New $5.48B Deal Shakes Up FOX's Domination of American Racing

In 2024, Tony Stewart shared his thoughts on NHRA dragsters. He explicitly stated, I love it here. The people, the ambiance, the sense of community—I’m not dismissing the other shows, but this one exudes an old-school vibe that I haven’t experienced in ages. By saying that, I don’t imply anything simplistic about it; rather, the sheer enjoyment I've derived from being around, well before getting behind the wheel, stands out significantly. Now everything becomes clear.

For more than seventy years, the National Hot Rod Association (NHRA) has embodied the essence of American drag racing. Established in the 1950s, when car enthusiasts shifted from racing on public roads to dedicated tracks, NHRA rapidly ascended to become the epitome of one-way velocity. Icons such as Don Garlits have defined this sport’s legacy. “Big Daddy” Garlits, John Force, and Shirley Muldowney transformed quarter-mile sprints into a display of sheer power.

However, in the current media environment, motorsports aren't solely focused on velocity; they're also about controlling the broadcast. For years, FOX Sports has hosted NHRA events, but changes might be imminent. Given a massive $5.48 billion media conglomerate waiting in the wings, could NHRA’s upcoming major event shift away from the racetrack and land with an unforeseen contender?

Could there be a significant change coming to motorsports media?

The National Hot Rod Association (NHRA) has had a long-standing relationship with FOX Sports, which became the sole broadcaster of NHRA events back in 2016. In 2020, this partnership was extended for multiple years, guaranteeing that NHRA races would continue to be aired onFOX, FS1, and FS2 through much of the current decade.

Over the course of this partnership, FOX Sports has delivered comprehensive coverage of NHRA’s top competitions, such as the Mission Foods Drag Racing Series. For the 2025 season, the TV lineup includes eight broadcasts on the primary FOX channel, underscoring the importance of NHRA in FOX’s racing content portfolio.

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As the present broadcasting deal nears its end, NHRA is taking proactive steps to investigate various media rights possibilities. In an strategic initiative, NHRA has enlisted Octagon ,a well-known sports marketing and media company, has been brought in to consult on content strategy and handle media rights discussions for the next TV broadcast period.

The Octagon partnership represents NHRA's inaugural effort to seek outside expertise for their media rights, indicating a possible transformation in how they handle broadcasts. The aim of this cooperation is to assess and improve NHRA’s visibility across different mediums, with an eye toward broadening its audience via multiple channels such as Free Ad-Supported Streaming Television (FAST), which includes services like Roku Channel, Samsung TV+, Sling Free Stream, and Tubi.

Significantly, The CW has risen as a prominent frontrunner, with indications suggesting its keen interest in obtaining NHRA rights.

As The CW continues to expand its commitment to live sports through new agreements like those secured for ACC football and basketball, incorporating NHRA into its schedule could notably enhance its sports content offerings. Should such an arrangement come together, it has the potential to offer NHRA greater visibility outside of its present audience on FOX.

As NHRA goes through these discussions, the world of motorsport broadcasting might see major transformations. This could reshape how enthusiasts interact with drag racing material, possibly bringing fresh competitors onto the scene and changing the dynamics within motorsports media rights. However, consider how The CW has expanded lately; was this due to an incredible stroke of fortune or a strategic maneuver? Perhaps they simply found themselves in the ideal position at the perfect moment, focusing intently on what mattered most.

The CW’s expanding lineup of sporting events

For many years, The CW built its reputation around teenage drama shows and superhero series. However, lately, it has taken an unexpected turn towards live sports broadcasting. The network has successfully acquired the rights to significant sporting events such as LIV Golf and ACC college football and basketball games. Additionally, following NBC's withdrawal, The CW took over the last eight races of the 2024 racing season. With indications pointing toward potential bids for NHRA media rights, The CW might strengthen its position even more within the realm of professional sports coverage.

This change mirrors The CW’s overarching plan since changing hands. After Nexstar Media Group took control with a majority share in 2022, they have been actively revamping the channel to attract more viewers. Incorporating NHRA into its schedule could provide The CW with an additional significant live sporting event, aiding its competition against conventional sports channels and streaming platforms.

Switching to The CW might also be advantageous for NHRA. This channel can reach almost all households across America via unrestricted terrestrial broadcasting, offering an appealing option compared to channels exclusive to cable subscriptions. By teaming up with The CW, NHRA may attract a younger, more varied viewership—a target demographic they have sought after recently.

As its sports offerings grow and television becomes more accessible for free, The CW is rapidly emerging as a significant contender in the realm of media rights. Nonetheless, recent broadcasting missteps Concerns regarding NASCAR’s Xfinity Series broadcasts have sparked worries about the network’s capability to efficiently manage live sports coverage.

It should be intriguing to observe whether The CW manages to surmount these challenges and positions itself as a consistent hub for motorsport enthusiasts.

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