SportsBusiness Journal

NASCAR Aims to Be 'Must-Have' for Streamers

NASCAR CEO Steve O’Donnell said the organization aims to become a "must-have" sport for broadcasters and streaming services by leaning into personalities, storytelling and expanded non-race content. He expects the next three to four years to be an important window to build on momentum—citing rising attendance, improved ratings, and growth among younger viewers helped in part by exposure on Amazon and Fox. NASCAR is exploring new media and schedule approaches through 2030, including rotating races into new markets and midweek events, to grow its audience while retaining traditional markets. O’Donnell emphasized creating more content (documentaries, podcasts, social content, behind-the-scenes access) and stronger driver storylines to keep casual viewers engaged across TV and digital platforms.

NHL Team Seeks New Pay-TV Partner

The St. Louis Blues are reportedly seeking a pay-TV partner as teams rethink local media strategies amid regional sports network (RSN) declines. Cited reporting says the Blues view free over-the-air broadcasts as insufficient to replace the revenue of traditional local TV deals. The NHL has provided centralized production resources for affected teams; several clubs (including the Blues, Columbus, Carolina and Minnesota) are using those resources this season. Teams are exploring combinations of pay-TV deals, direct-to-consumer streaming, and free broadcast options, while major streamers like Prime Video continue long-term investments in NHL rights in other markets. Domestic national NHL rights remain split between ESPN and TNT Sports through the 2027-28 season.

NHRA May Split Rights Between FOX Sports and The CW

Reports say FOX Sports and The CW are among bidders for the next National Hot Rod Association (NHRA) media rights, with the possibility that the two networks could split coverage. FloSports is reportedly being considered as a digital partner. The next rights cycle begins in 2027 and a deal is expected to be finalized in the coming weeks, though terms are unknown and parties have declined comment. FOX Sports has held NHRA rights since 2016 and is expected to retain linear TV rights. The potential arrangement would broaden NHRA’s reach and further The CW’s shift toward live sports programming.