With FOX acquiring streaming platform Roku in a massive $22B deal recently, NASCAR fans who have often voiced their frustrations with FOX’s broadcasting may be in for a new experience. 

As part of NASCAR’s media rights deal agreed through till 2031, FOX Sports gets the broadcast rights for the first 14 Cup races as well as for the entire Truck Series. 

FOX was one of the last broadcasters to shift to some form of online streaming, having first bought Tubi to provide fans an alternative way to watch NASCAR beyond cable TV. 

But as per the present media deal, how much does the FOX Roku deal really impact the NASCAR broadcast? 

Honestly, in terms of how FOX broadcasts, not much changes, but what does change is the availability. NASCAR has four different broadcast partners, including FOX, and fans are often left wondering where to watch NASCAR. 

Roku works as a consolidated platform that gives all users access to various apps that they pay for on one platform, which will make it easier for fans to find the race stream. 

Instead of fans checking different apps to see where the race is on, Roku is likely to show the race icon on the home screen, making it easier for fans to navigate and find out the races.

What this does is not only keep the traditional fan, but also brings access to NASCAR races for those who are casual fans. Suppose a Roku user is casually scrolling through for content and sees a stream saying “NASCAR Cup Series Race Live.” This is an active way of capturing the attention of casual fans and keeping them locked in.

While the Roku deal doesn’t mean that the way FOX broadcasts or the number of ad breaks will be reduced, it allows space for customized ads based on what the Roku user consumes. 

It also makes accessing recorded content easier

FOX has a massive library of NASCAR content, race highlights, race replays, documentaries, and some iconic full races that a NASCAR fan would love to consume. 

But currently, that library is difficult to navigate and sometimes near impossible to find the exact content one is looking for. With Roku, that problem doesn’t only stop, but the solution becomes easier and more enjoyable for the fans. 

FOX, who have a big problem when it comes to simulcasting on cable, has often had to cut short coverage or limit the time, like most recently seen with the Truck race at Charlotte, where the postponed race was clashing with the Indy 500 broadcast. 

With Roku, FOX can now provide uninterrupted coverage of full races, while MLB, NBA, and NFL fans can also get access to their live broadcasts.

Uninterrupted coverage means a higher fan retention percentage and a high chance that fans don’t complain as much about FOX currently. 

While the effects of this deal will be seen slowly, it will be fun to see how NASCAR content evolves with FOX taking over Roku.

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Written by

Debrup Chaudhuri

Edited by

Suyashdeep Sason