IndyCar is shaking things up with a new broadcasting strategy aimed at boosting its visibility. Starting next year, the racing series will transition media rights from NBC Sports to Fox Sports, marking a significant shift after 16 years with NBC.
Despite potentially landing a more lucrative deal, IndyCar chose this route for its broader reach. “We could have secured a bigger rights fee, but we opted for what makes economic sense and offers us the greatest exposure,” said IndyCar CEO Mark Miles in a statement to Sports Business Journal.
This change comes as IndyCar seeks to overcome stagnant audiences outside of the highly popular Indianapolis 500. NBC played a pivotal role in stabilizing the sport following its split with CART in 1994, but recent viewership data indicated the need for fresh opportunities.
Matthew Ashton – AMA/Getty Images
While NBC Sports offered coverage through multiple platforms, Fox Sports plans to streamline the broadcast, airing all 17 race events, including the iconic Indianapolis 500, on one channel. Though exact financial terms of the Fox deal remain under wraps, reports suggest it’s valued at around $25 million annually, a 25% increase from what IndyCar received from NBC.
Mark Miles expresses excitement about partnering with Fox, believing it will facilitate IndyCar’s growth. Fox Sports CEO Eric Shanks shares this sentiment, viewing the series as a perfect addition to their lineup of high-stakes sporting events.
The partnership aims to enhance IndyCar’s visual presentation and accessibility for a wider audience. Fox plans to incorporate improved graphics and might feature familiar faces like James Hinchcliffe. Additionally, exclusive Spanish-language coverage in collaboration with Fox Deportes is being arranged to engage the growing Mexican fanbase, especially fans of driver Pato O’Ward.
Beyond broadcasting, there are plans for cross-promotion, including IndyCar features during significant events like the Super Bowl, which could enhance exposure even further. Miles noted, “There are significant plans in place to integrate our promotions with major broadcasts like the Super Bowl in New Orleans.”
This strategic move aligns IndyCar within Fox’s well-established motorsport portfolio, right alongside NASCAR. Despite the increasing viewership this past season, IndyCar aims to maintain consistent race exposure to build a stronger audience connection, boost attendance, and entice sponsors. As this new chapter unfolds, the potential for greater engagement and long-term growth bodes well for the future of IndyCar.