The CW Signs Exclusive Deal to Broadcast NASCAR’s Xfinity Series
In a surprising move, The CW has announced a seven-year deal to become the exclusive home of NASCAR’s Xfinity Series starting in 2025. The sports business journal reported that The CW will pay approximately $115 million per year for the rights to broadcast the Xfinity Series races.
The announcement has left many fans and industry experts shocked, as The CW seemed like an unlikely player in NASCAR’s media rights deals. However, this move highlights The CW’s commitment to growth and expanding its viewership. The channel is trying to establish itself as a destination for sports enthusiasts by adding NASCAR’s second-tier series to its lineup, along with other sports programming such as LIV Golf and ACC football and basketball.
For NASCAR fans, the deal is a positive development, as it means that all 33 Xfinity Series races, along with every practice session and qualifying, will now be available on free, over-the-air TV. Previously, many Xfinity races were only accessible through cable networks, making it harder for some fans to follow their favorite series. With The CW’s broader reach, the Xfinity Series will likely receive more exposure and become a centerpiece of the network’s sports coverage.
The move also represents a significant shift from NASCAR’s previous plans to potentially offer a streaming-only package for the Xfinity Series. By securing a broadcast deal with The CW, NASCAR ensures that every race will be available to a wider audience, allowing teams to attract sponsors more easily. The accessibility and visibility provided by over-the-air TV broadcasting could lead to increased revenue for Xfinity Series teams.
While The CW has never broadcasted any NASCAR races before and has limited racing connections, NASCAR will be handling the production of the broadcasts through their NASCAR Productions group. The on-air talent will be hired by The CW, but NASCAR will oversee the overall production. This arrangement raises questions about the objectivity of the broadcasts, particularly if NASCAR engages in controversial actions that require criticism. It remains to be seen how The CW will address such situations.
Overall, this deal is a significant win for NASCAR, as it secures a record-breaking $800 million for the Xfinity Series alone. The CW’s substantial investment could also bolster NASCAR’s position in negotiations with other networks, such as Fox and NBC, for the renewal of their Cup Series deals. With this remarkable deal, NASCAR is poised to further elevate the value of its television contracts and solidify its position as a premier motorsport.
(Photo of Ty Gibbs celebrating the 2022 Xfinity Series championship: Chris Graythen / Getty Images)