Moving ahead, there is an increased understanding that NASCAR is bound to grow and become a global sport. In that growth, the major stakeholders will be the media companies. Media rights form the major component of the revenue for NASCAR. But it is Dale Earnhardt Jr. who might feel the repercussions.

NASCAR has been making a case for itself to become a global sport. The governing body aspires to emulate the NBA, the NFL, and even Formula 1, who have been the trailblazers. Numbers for NASCAR had been stagnating for a while since Dale Earnhardt Jr.’s retirement in 2017. However, viewership finally picked up in 2022.

The executives at NASCAR now see optimism going ahead for the sport and the organization. However, if NASCAR were to become a global leader, its revenues couldn’t possibly be reliant on audiences coming for races to the grandstands. 

There’s a tacit understanding that media broadcasting, which has the ability to send the sport to all corners of the world, is what can make the cash register keep ringing.

Recent media deals, such as that of the NFL, which was worth an astounding $100 billion, have provided a powerful impetus to the organization. As per recent reports, with the current deal with Fox and NBC due to expire at the end of 2024, NASCAR is looking to capitalize on the momentum and grab a mega deal for itself.

Among the strongest contenders for the new deal will be ESPN. The media company was one of the biggest investors in the NFL deal, investing $2.7 billion per season for the deal.

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With NASCAR looking for a big pay raise, there is room for the entry of ESPN into open-wheel racing as well.

The new SRX deal portends bad news for Dale Earnhardt Jr

With NASCAR’s negotiations still ongoing, the biggest signal of ESPN’s intentions is the new deal Tony Stewart’s SRX Series signed with the company. Tony Stewart announced the deal on his Twitter handle.

Fans, however, see this as a presage that NBC could be on its way out and by extension even Dale Jr who calls races for the company.

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If ESPN manages to grab the deal, they should be looking to get Dale Jr onboard too.