Let’s take a trip back to 1985. When NASCAR started airing live Cup Series telecasts across the country, motorsport fans were ecstatic. Fans could now enjoy the entire season from the comfort of their homes thanks to this relocation, which brought the excitement of the track to living rooms across the nation. The media landscape became fractured as a result of the difficult negotiations with individual track owners required to secure these broadcasts. In 2001, NASCAR made a strategy change by consolidating its media rights, which led to an incredible $2.4 billion deal with major players in the market including Comcast and Fox. In late 2023, the sport added an extraordinary $7.7 billion TV deal, marking yet another revolutionary chapter in its history.
This partnership, which involved four major players—NBC, Fox, Amazon, and Warner Bros. Discovery—marked the beginning of a new age in television from 2025 until 2031. However, once the dust settled, fans started to voice their displeasure, mostly because of an unexpected (and mostly unwanted) statement. As NASCAR got ready for the 2025 Atlanta Spring Race, the dispute started. Bob Pockrass, an experienced NASCAR writer, tweeted about a major change in the broadcasting model: all 11 practice and qualifying sessions would be produced by FOX Sports and streamed on Prime Video. Fans responded negatively to the announcement. The recent $7.7 billion media rights agreement for 2025–2031 was a pivotal moment for both Amazon’s groundbreaking foray into live motorsport broadcasting and NASCAR.
The requirement to have a Prime Video subscription in order to watch practice and qualifying sessions, which were previously accessible on conventional broadcasting networks, irritated spectators. Many contend that this move runs the danger of offending viewers who prefer traditional broadcasting techniques because the platform also has exclusive streaming rights for five races during the season. When fans learned that Fox would be producing these sessions but that they would not air on the Fox network, their annoyance was exacerbated. Instead, in order to watch these events, viewers would have to pay for a subscription service.
Fans have been debating the accessibility of the material and other Amazon services on social media due to the gradual rise in the price of Amazon Prime Video subscriptions over time. Fans believe that since Fox is producing the sessions, it makes sense for them to air on Fox’s current channels. Practice, qualifying, and the races have always been expected to be easily accessible. Many people are upset about the first two events being moved to Prime Video; this is similar to the outcry when NASCAR signed a contract with ESPN in 2007.
It’s clear that this is only the beginning as the NASCAR community expresses its worries about the move to Prime Video and its possible effects on race coverage. There is a wider conversation going on about how these modifications impact the fan experience. There has long been fan discontent with NASCAR’s broadcasting choices. Fans are even more enraged by the latest decision to move practice and qualifying sessions to Prime Video, especially because Fox produced these sessions. “So if FOX is doing all the work, equipment, and team, why is it on Prime and not FS1?” a viewer said, challenging the reasoning behind the decision. Since fans anticipate that these events will continue to be readily available on traditional television channels, this question highlights the ambiguity surrounding the coverage.
Furthermore, some fans are disappointed because these meetings cannot be recorded. They now have no choice but to stream exclusively or wait for the full race or its highlights to be posted to YouTube, which typically happens a few days after the event. Some supporters have taken a strong stance, refusing to sign up for Prime or promising not to watch the upcoming 11 practice and qualifying sessions. One irate fan commented that NASCAR seemed to be fading as a watchable sport, calling this change a “pure money grab.” The issue still stands: will NASCAR be able to allay these worries and maintain fan interest as they traverse this new broadcasting environment? Loyal supporters seem to be becoming estranged with the shift.
What are your thoughts on the matter? Are you content with the shift, or do you share the fans’ frustrations over the latest NASCAR announcement? Your feedback is invaluable.
