NASCAR is gearing up for a transformative 2025 season with its $7.7 billion media rights deal, a potential legal resolution involving Michael Jordan’s 23XI Racing, and ambitious global expansion plans. From innovative streaming strategies to international races, the sport is poised to recapture its former glory amidst mounting challenges.
NASCAR’s $7.7 billion media rights deal: A new era in broadcasting.
The 2025 NASCAR season will see the launch of the sport’s groundbreaking $7.7 billion media rights agreement, which divides race coverage among FOX Sports, NBC Sports, TNT Sports, and Amazon Prime Video. This marks a pivotal shift as NASCAR embraces global streaming for the first time, with Amazon securing rights to five exclusive races and practice sessions for all events until June. Additionally, fans may soon enjoy co-streams on Twitch, a move aimed at reaching younger, tech-savvy audiences.
Viewership has steadily declined from 5.1 million in 2015 to under 3 million in recent years, but President Steve Phelps predicts a rebound driven by digital innovation and heightened accessibility. Fans have already expressed enthusiasm for Amazon’s high-quality production, with many praising the sleek user interface and 4K streaming capabilities. As one fan put it, “If it’s anything like Thursday Night Football, it’ll look glorious.”
Michael Jordan lawsuit: A pivotal moment for NASCAR’s future.
Off the track, a legal battle with Michael Jordan and 23XI Racing looms large. The antitrust lawsuit, filed in partnership with Front Row Motorsports, challenges NASCAR’s charter system, raising questions about fairness and financial equity. A recent federal court ruling in favor of Jordan and Hamlin’s team ensures their charter status for the 2025 season, but NASCAR has appealed the decision, leaving the final outcome uncertain.
Jordan’s involvement is seen as a vital asset for NASCAR, bringing unprecedented exposure and a broader audience to the sport. “The NBA legend’s trackside presence is the type of publicity money can’t buy,” analysts note. Resolving the lawsuit smoothly and keeping Jordan engaged in the sport is critical for NASCAR’s growth. Industry insiders emphasize that a long-term agreement could solidify Jordan’s influence, ensuring his continued investment in the future of stock car racing.
Kyle Busch’s resurgence and the playoff dilemma.
On the competitive front, NASCAR fans are eagerly anticipating a potential comeback for Kyle Busch. The two-time Cup Series champion, who saw his winning streak end in 2024, showed flashes of his former brilliance late in the season. Busch’s return to victory lane would inject much-needed star power into the series, especially as NASCAR continues to transition from its golden era of drivers like Jeff Gordon and Dale Earnhardt Jr.
Meanwhile, controversy surrounding NASCAR’s playoff format persists. Joey Logano’s 2024 championship win, despite an inconsistent season, reignited debate over whether the system rewards the best driver. While the format delivers drama, critics argue that it undermines competitive integrity. NASCAR’s leadership will face increasing pressure to strike a balance between excitement and fairness in crowning its champions.
Global ambitions: Mexico City and beyond.
NASCAR’s 2025 season also marks a historic step in its global expansion plans. The return to Mexico City, set for June 15 at the Autódromo Hermanos Rodríguez, is the first international Cup Series race in 66 years. This event is part of a broader strategy to introduce NASCAR to new markets, with Mexico serving as a testing ground for future races in Europe, Asia, and the Middle East.
Ben Kennedy, NASCAR’s chief architect for international growth, described the move as “a monumental moment for our sport.” Early discussions with Saudi Arabia hint at a possible collaboration to bring NASCAR to the state-of-the-art Riyadh Speed Park, further signaling the sport’s ambitions to challenge Formula 1’s dominance in global motorsports. Additionally, the NASCAR Euro Series is undergoing a major overhaul, with new cars and race formats aimed at nurturing European talent and boosting the series’ appeal.
Streaming and storytelling: NASCAR’s digital evolution.
As part of its modernization efforts, NASCAR is doubling down on digital platforms. The Amazon Prime partnership is just the beginning, with the sport also leveraging Netflix’s documentary series NASCAR: Full Speed to attract younger audiences. Following the success of Formula 1’s Drive to Survive, which led to a 106% surge in viewership, NASCAR is banking on its behind-the-scenes series to foster similar growth. Early indicators are promising, with the Netflix series contributing to a 2% rise in viewership in 2024. By offering fans unprecedented access to drivers, teams, and the high-stakes world of racing, NASCAR seeks to create emotional connections that resonate globally.
Streaming innovations also extend to fan experience, with Amazon introducing advanced features like interactive driver profiles, track schedules, and real-time race data within its Prime Video app. On platforms like Twitch, potential co-streams with influencers could amplify NASCAR’s reach, particularly among younger viewers eager for fresh, dynamic content.
The road ahead: Challenges and opportunities.
NASCAR’s 2025 season represents a crossroads for the sport as it balances tradition with innovation. While its global ambitions and digital strategies are bold, challenges remain. The sport must address criticism over its playoff system, tackle technical issues with the NextGen car on short tracks, and repair fractured relationships with figures like Michael Jordan. Furthermore, competing with Formula 1’s growing influence in the U.S. and abroad will require sustained effort and creative solutions.
Still, the opportunities are vast. With a new media rights deal, international expansion, and a reinvigorated approach to storytelling, NASCAR has the tools to reclaim its position as a leader in motorsports. As the engines roar to life in 2025, all eyes will be on how the sport navigates this pivotal chapter in its history.
