FOX drops hint on NASCAR future after Indy 500 reality check
FOX says its 2025 NASCAR marketing could change after the Indy 500 drew more viewers than the Daytona 500 in its first year with the network.
FOX Sports has hinted it may alter its NASCAR marketing strategy following the 2025 Indianapolis 500, won by Alex Palou to net a huge sum of prize money, generating higher viewership compared to the Daytona 500.
The Indy 500 attracted 7.05 million viewers, peaking at 8.4 million, while the Daytona 500 garnered 6.76 million viewers, peaking at 7.96 million. This marks only the third time in 30 years that the Indy 500 has surpassed the Daytona 500 in viewership, due to four likely factors.
FOX Sports has had an up-and-down season with NASCAR coverage, coming under fire after several fan and driver complaints but still earning award recognition.
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Robert Gottlieb, FOX Sports' president of marketing, indicated that this year's NASCAR marketing approach may not reflect future strategies. He stated: “I wouldn’t draw any conclusions from what we did this year to market NASCAR to what next year might look like."
"Every season is different — the challenges and opportunities each year are different. We’ve just finished this week, so we have not yet begun to look back, evaluate and kind of game-plan for moving forward — so that’s still to come.”
“I will say, the performance, ratings and racing we had, it was another great season. We’re proud to be the flagship partner of NASCAR and next year will be an even greater season and of course we’ll do everything we can to let folks know how great NASCAR is as well.”
FOX Sports' inaugural broadcast of the Indy 500 was heavily promoted, including advertisements during Super Bowl LIX, which reached over 120 million viewers. CEO Eric Shanks, an Indiana native and lifelong Indy 500 enthusiast, prioritized acquiring broadcast rights for the race, aiming to make it one of FOX's premier events.
In contrast, FOX's NASCAR coverage this year was part of a new seven-year media rights agreement that began in 2025, sharing broadcast responsibilities with NBC, Amazon Prime Video, and TNT Sports. FOX's portion includes the first 14 Cup Series events, such as the Daytona 500, with five races on the main FOX network and nine on FS1.
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The Daytona 500 faced a nearly four-hour rain delay, potentially impacting its viewership. Meanwhile, the Indy 500 also experienced weather-related interruptions but had shorter delays, allowing for a more consistent broadcast schedule.
FOX Sports' commitment to enhancing its motorsports coverage is evident in its investment in innovative broadcasting elements for the Indy 500, such as the "ghost car" graphic and the inclusion of high-profile figures like Tom Brady and Danica Patrick in the broadcast.
