The CW Surprises with Exclusive Deal to Air NASCAR’s Xfinity Series Starting in 2025
In a surprising move, The CW has secured the exclusive rights to broadcast NASCAR’s Xfinity Series for the next seven years, starting in 2025. The deal, reportedly worth around $115 million per year, was unexpected as The CW is not known for its sports coverage.
The news has left many NASCAR fans and industry insiders speculating about the implications of this partnership. The Athletic’s Jeff Gluck and Jordan Bianchi shared their first impressions on The CW becoming the official home of the Xfinity Series.
Jeff Gluck expressed his initial surprise at The CW’s involvement, noting that he couldn’t recall the last time he tuned into the channel. However, he recognized The CW’s intention to grow its viewership and highlighted the accessibility of the network, which is available to all households in the United States. Gluck suggested that fans will adjust to the change and emphasized the advantage of having the races on free, over-the-air TV.
Jordan Bianchi echoed Gluck’s sentiment, pointing out that The CW’s broadcast of every Xfinity Series race, practice session, and qualifying will provide free and accessible coverage for NASCAR fans. He emphasized how this differs from previous TV deals, where Xfinity races often felt like an afterthought. Bianchi acknowledged The CW’s efforts to increase their popularity through sports coverage and the positive impact it will have on the Xfinity Series and its teams.
The move to broadcast Xfinity races on free, over-the-air TV is a big departure from earlier rumors of a streaming-only package for the series. Gluck believes that the increased exposure on a major network will benefit Xfinity teams by attracting more sponsorships. He also stressed the importance of sharing the financial windfall from The CW’s deal with the teams, as this could alleviate the financial struggles faced by mid-tier outfits.
Bianchi addressed concerns about the potential impact of a streaming-only package on team owners’ revenues. He highlighted the advantage of being able to sell sponsors on the fact that Xfinity races will be available to all households in America through The CW.
One of the notable aspects of this deal is that The CW has no prior experience in broadcasting NASCAR races. Gluck noted that NASCAR Productions will handle the broadcasts, while The CW will hire the on-air talent. This arrangement raises questions about the objectivity of the broadcasts, particularly if NASCAR’s decisions or actions come under criticism.
Bianchi viewed NASCAR’s involvement in production as a natural progression, given the construction of a new building for NASCAR Productions. He expressed curiosity about how the broadcast would look and whether there would be any noticeable differences from previous broadcasts.
With The CW securing an $800 million deal for the second-tier Xfinity Series, Gluck believes this will strengthen NASCAR’s position in negotiations with Fox, NBC, and Amazon for their Cup Series deals. He sees this as a reason for NASCAR’s executives to celebrate and potentially ask for higher payouts in the future.
Bianchi echoed Gluck’s sentiment, emphasizing the impressive nature of the $800 million deal for a second-tier series. He believes it reinforces the expectation that NASCAR’s contracts with Fox, NBC, and Amazon will surpass their previous television deal.
Overall, the exclusive deal between The CW and NASCAR’s Xfinity Series has been met with both surprise and optimism. Fans and teams can look forward to an increase in accessibility and exposure, while NASCAR celebrates the financial windfall and the potential for future lucrative deals.