NASCAR's Cup Series is hitting rock bottom with record-low viewership, and fans are furious—but the CEO is standing firm behind a massive media deal. Could this bold gamble save the sport, or is it speeding toward disaster? Stick around to uncover the drama unfolding in the racing world.
The NASCAR Cup Series has been experiencing some truly disappointing moments this year, as viewership numbers have taken a nosedive on specific race days. Take the New Hampshire event, for instance—it only managed to attract 1.29 million viewers, which is a steep 28% decline from the 1.88 million who tuned in last year. Similarly, the Pocono race drew just 1.87 million viewers, marking a 22% drop compared to the 2.4 million from 2024. These figures have ignited a storm of criticism from drivers, teams, and passionate fans alike in the NASCAR community. Yet, this outcry hasn't seemed to penetrate the executive offices at the top of the organization.
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Back at the end of 2023, NASCAR inked a highly profitable media rights agreement valued at a whopping $7 billion. This deal brought on board four major broadcasting partners—Fox Sports, NBC Sports, Amazon Prime, and TNT Sports—to handle the coverage of the 2025 schedule. Despite these troubling viewership trends, the sport's CEO remains unwavering in his support of this diverse media setup.
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A resolutely upbeat perspective on the future
To put this into context, it's worth noting that NASCAR hadn't secured a new TV broadcasting deal since 2013. Back then, cable television was a powerhouse, reaching 100 million households, and NASCAR served as a cornerstone of entertainment on cable networks like FS1 and USA. In fact, cable subscriptions peaked at over 105 million in 2010. Fast-forward to today, and the landscape has transformed dramatically. With 23% of Gen Z viewers and 18% of millennials planning to ditch their cable subscriptions within the next year, and overall subscriptions plunging to just 68 million in 2024, people are flocking to alternative viewing options. This shift prompted NASCAR to rethink its strategy and broaden its distribution channels to stay relevant.
That's precisely the reasoning presented by Jim France, NASCAR's CEO, in his recent defense of the media rights deal. Journalist Matt Weaver shared France's viewpoint on X (formerly Twitter), highlighting how France emphasized the benefits of partnering with multiple major broadcasters. Here's what Weaver posted: “NASCAR Chief Brand Officer Tim Clark says there was trepidation over having five very diverse broadcasters, but that Jim France has touted having five of the biggest brands in broadcasting having incentive to push NASCAR is important. Says there were some surprises along the way.
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NASCAR Chief Brand Officer Tim Clark says there was trepidation over having five very diverse broadcasters but that Jim France has touted having five of the biggest brands in broadcasting having incentive to push NASCAR is important.
Says there were some surprises along the way. https://t.co/0RTdgQfDbC
— Matt Weaver (@MattWeaverRA) October 15, 2025 (https://twitter.com/MattWeaverRA/status/1978544410762563740?ref_src=twsrc%5Etfw)
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This optimistic outlook clashes head-on with the mounting backlash the sport has faced. For many fans, juggling five different media partners in one season proved to be a hassle, requiring constant switching between apps and channels. To illustrate, in 2024, FOX and NBC broadcast 20 out of 36 Cup races over traditional TV; that number has now shrunk to just nine. On the flip side, the Coca-Cola 600's debut on Amazon Prime did show some promise, peaking at 2.92 million viewers—a respectable figure for streaming platforms, though it still falls short of the heights achieved on cable TV in the past. For beginners in the world of sports media, think of it this way: traditional cable offered a one-stop shop for all your racing needs, but now viewers are piecing together their experience from multiple digital sources, which can feel fragmented and less convenient.
But here's where it gets controversial...
Interestingly, even industry experts like Nielsen Sports are backing NASCAR's CEO. Nielsen, a well-known company that measures TV ratings and audience data (think of them as the official scorekeeper for viewership), has a partner in the second edition of Racers Forum. Jessica Forrest, their Group VP, recently shared her thoughts: “The hybrid approach that NASCAR has employed is critical in a time where media consumption is as fragmented as it is. I think it would be very tough for one rights holder to put all their eggs in one media distribution basket. That would also be very expensive for a media company.” In simpler terms, she's arguing that diversifying across platforms is smart because no single broadcaster can dominate the modern, scattered media world without huge costs—and it might actually help NASCAR reach more people in the long run.
Meanwhile, a competing motorsports series is seeing a different trajectory in terms of audience growth.
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Teaming up with a broadcaster that's drawn its share of heat
Fox Sports hasn't exactly been a fan favorite in the NASCAR world. From glitchy footage of the Daytona 500's thrilling final lap to uneven commentary and inconsistent camera angles, the network has faced plenty of gripes from stock car racing enthusiasts. Paradoxically, though, Fox is enjoying significant success with IndyCar, the open-wheel racing championship under Roger Penske's ownership. For the 2025 NTT IndyCar season, which spanned 17 races, Fox averaged 1,362,000 viewers per event, according to Nielsen Media Research. That's a solid 27% increase from 2024 and the highest in 17 years.
Even more impressively, the demographic gains were substantial. Viewership among 18-34-year-olds jumped 81%, and for 18-49-year-olds, it rose 51%. Women also tuned in more, with increases of 72% in the F18-34 category and 30% in F18-49. This success prompted upbeat remarks from IndyCar CEO Mark Miles, as reported by Matt Weaver on X: “IndyCar CEO Mark Miles touts the FOX deal and the continuity for series growth. ‘We doubled our 18-35 … so don’t tell us network TV, at least this network, can’t draw a younger audience.’ Miles says Eric Shanks believes there’s a real momentum opportunity for 2026.”
Clearly, IndyCar seems to be on a more vibrant path when it comes to attracting viewers, while NASCAR is still navigating choppy waters. We'll have to keep an eye on developments to see if NASCAR can turn things around soon.
And this is the part most people miss: Is NASCAR's CEO right to bet big on this multi-partner model, or is the backlash justified? Could IndyCar's single-broadcaster approach be the winning formula, or does NASCAR's diversity offer untapped potential? What do you think—share your thoughts in the comments below. Do you agree with France's defense, or should NASCAR rethink its strategy? Let's discuss!
