“We couldn’t be happier.” That’s what NASCAR President Steve Phelps said when he announced the historic NASCAR $7.7 billion TV deal. It was supposed to redefine how fans watch the sport for the next decade. Multiple partners, expanded streaming options, and a new era of media exposure all sounded like a win for stock car racing. After all, locking in that kind of money meant NASCAR was finally stepping into the big leagues alongside the NFL and NBA. Or so we thought.

But as the dust settles, cracks are already showing in this shiny new package. And it’s not just about race times or streaming platforms. It’s about something even more crucial: prime-time visibility. Now, a surprising move by one of NASCAR’s key media partners may quietly threaten the sport’s future spotlight.

NASCAR’s broadcast gamble faces unexpected hurdles

NASCAR’s new $7.7 billion media rights deal was announced as a bold step forward. The agreement, starting in 2025, splits coverage between FOX, NBC, Amazon Prime Video, and TNT Sports. The plan aimed to maximize exposure, with races on network TV, cable, and streaming platforms. Industry leaders hoped this would boost ratings and attract new fans.

Under the broadcasting deal, NBC got the rights for 14 Cup Series races, including the postseason schedule. This ensured that the main event, the Championship Race at Phoenix Raceway, remained on the network for another seven years. Fans expected NBC to showcase NASCAR in prime time. Sunday nights were seen as a golden opportunity. The idea was to give NASCAR the same marquee treatment as the NFL or NBA. Fans anticipated big races under the lights and a national spotlight for the sport’s biggest stars.

But now, that vision is at risk. NBCUniversal is reportedly making a bid for ESPN’s MLB package, including “Sunday Night Baseball.” What’s the big deal, you may ask? MLB and NASCAR are two different sports, right? Well, if NBC lands this deal, it would control Sunday night baseball broadcasts. This would directly conflict with the NBC/USA portion of the NASCAR schedule. NASCAR could lose its coveted Sunday night time slot, especially during the summer months when baseball dominates TV. See the problem now?

The implications are serious. NBC would then have NFL, NBA, and MLB content year-round in the Sunday night slot. NASCAR, despite its billion-dollar deal, could be bumped to less favorable time slots. That means fewer viewers, less exposure, and potentially lower ratings during a critical stretch of the season. Industry insiders worry that NASCAR’s exclusive deal may not deliver the prime-time showcase it promised.

As NBC Universal weighs its options, NASCAR’s leadership faces tough questions. Will the sport’s biggest investment in media rights actually pay off? Or will NASCAR’s prime-time dreams be left on the sidelines, overshadowed by America’s other favorite pastimes?

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NBC gets access to MLB’s package at discounted rates

ESPN’s long-standing deal with Major League Baseball is coming to an end. Earlier this year, ESPN and MLB mutually agreed to terminate their broadcast partnership after the 2025 season, ending a relationship that lasted over three decades. ESPN’s current contract, worth $550 million per year, covers 30 regular-season games, “Sunday Night Baseball,” the Home Run Derby, and the Wild Card postseason round.

Negotiations for a new deal fell apart when ESPN tried to cut its rights fee to $200 million annually, which MLB rejected. As a result, ESPN will walk away from its MLB package three years before the contract was set to expire. This left a valuable Sunday night slot up for grabs.

NBC Universal quickly moved in, offering to take over the broadcast portion of the package. Their bid is reportedly “significantly less” than ESPN’s US$550 million-a-year contract, as NBC is not interested in international, radio, or highlights rights. According to the Wall Street Journal, NBC’s bid was lodged earlier this month, with MLB and the media network in talks for weeks beforehand. NBC would air games on Sunday nights and stream them on Peacock, filling the timeslot ESPN is vacating.

NBC’s interest is strategic. Acquiring “Sunday Night Baseball” would give NBC year-round Sunday night sports, with the NFL in the fall, the NBA in the winter, and the MLB in the summer. As NBC Sports president Jon Miller puts it, “MLB is an unbelievably great property, and baseball is a great sport.” The discounted rate makes the deal even more attractive. NBC gets premium content for less, while MLB maintains a national broadcast partner.

With this move, NBC positions itself as the go-to destination for live sports every Sunday night. The network’s bid is a calculated play to dominate a key TV window and maximize its sports portfolio. However, with the newfound love between NBC and MLB, things don’t look good for NASCAR.