The CW network is set to broaden the net on its live sports content, by signing a new deal that brings the NASCAR Xfinity Series exclusively onto its platform. The racing series is largely populated by budding drivers seeking to make their mark in the competitive world of motor sport. This strategic move will commence from 2025 and continue through until 2031.
In terms of specifics, the agreement involves The CW broadcasting a total of 33 live races from the NASCAR Xfinity Series annually. In addition, weekend practice sessions and qualifying events will also be aired for fans to watch these promising talents work towards honing their skills on the track.
The CW is a television network owned by Nexstar, originally founded in 2006 by the CBS Corporation and Warner Bros. The acquisition of NASCAR rights will see the network boost its sports portfolio, whose crown jewel is currently the multi-year agreement signed with breakaway golf organisation LIV Golf.
This development takes effect starting in 2025 and comes with an interesting twist. It marks the first time each race in this series can be accessed via free-to-air broadcast television. Moreover, supplementary coverage related to this motorsport event will become available via The CW’s digital platforms - further boosting fan engagement opportunities across multi-media channels.
The CW President, Dennis Miller, said:
“Landing the NASCAR Xfinity Series is a game changer for The CW and our CW Sports division and represents another important building block in our programming strategy."
“Live sports are the most watched television content and with The CW’s national reach, moving NASCAR Xfinity Series to The CW will transform and elevate the viewing experience for the series and its fans. The CW has quickly become a destination for sports, as the NASCAR Xfinity Series joins our growing slate of sports programming."
Meanwhile, NASCAR Senior Vice President of Media and Productions, Brian Herbst, said:
“CW’s leadership shared a compelling vision for cultivating the next generation of NASCAR talent by bringing the NASCAR Xfinity Series exclusively to broadcast television and we are thrilled for the opportunity to partner with them."
All content related to every single one of these races – including additional features – will be produced by none other than NASCAR Productions group which has an established reputation, backed up by multiple Emmy wins, under its belt. This production team is well-known within industry circles for consistently delivering high-quality coverage that thrills fans while drawing them closer into every pulse-pounding moment on track.
This deal seems to be a win-win for both the CW and NASCAR. The network gets to add to its budding live sports rights portfolio, while the motor racing organisation bags further exposure for its second tier brand on broadcast television.
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