Obviously, the ticket sales as well as merchandising play a big role, but a big chunk of the NASCAR money-pie comes from prize money offered at each event.
Networks like FOX and NBC pay NASCAR a fee for the right to broadcast certain races. Here the money doent stay with NASCAR. Here, most of the broadcasting fee for a particular race goes to the promoters of that race, which is usually the company that owns the race track.
The shares for the race purse are given based on where a driver finishes, and on the specific products that a specific team uses. On the other hand, the contingency money is given to the team depending on how well the team did in the season and how well the team did last season, along with what type of prize money "plan" the team has participated in.
In total, there are 36 races in the NASCAR Sprint Cup season. with more than $4 million in prize money for the taking at each race. Some races offer drivers a chance at a portion of more than $6 million in prize money.