The storied partnership between NBC Sports and NASCAR is a powerful anthology spanning decades. While NBC had broadcast select events as far back as the late 1970s and 80s, the alliance truly roared to life with the landmark centralized media rights deal of 1999. Then, in a triumphant comeback after a 7-year break, NBC signed a new, extensive contract in 2013 that brought racing back to its airwaves starting in the 2015 season. But now, after a decade of dominance, it is under threat yet again.

As the highly anticipated launch of Versant draws closer, the newly found media company is already setting its sights on one of its most valuable partnerships: NASCAR. Formed from Comcast’s spin-off of its cable and digital networks, Versant will inherit several major sports properties, with NASCAR positioned as a key asset in its portfolio.

What changes in the NASCAR media rights scene in 2026

The move officially takes effect next season, once Comcast completes the transaction by the end of 2025. Among Versant’s holdings will be the USA Network, a longtime NASCAR broadcaster, ensuring that the stock car racing series continues to occupy a central role in the company’s sports programming strategy.

To strengthen ties ahead of the transition, Versant’s new leadership has been provocative in engaging with NASCAR’s senior executives. In August, roughly 10 members of Versant’s top brass traveled to Richmond Raceway to meet with NASCAR officials and experience the sport up close. The visit served as a symbolic passing of the torch and a strategic orientation for Versant’s leaders, who will soon oversee NASCAR coverage under their new banner.

On-site were some of the most recognizable names from NBCUniversal’s sports operations, including Mark Lazarus, the longtime NBC Sports executive now serving as Versant’s CEO; Matt Hong, president; Val Boreland, president of entertainment; and Keith Cocozza, chief communications officer. For NASCAR, the transition is expected to be relatively seamless.

Versant will retain NBC’s existing NASCAR production team and on-air talent, preserving continuity both behind the scenes and on the broadcast. As Hong explained, “There’s not much that we need to kind of change or tweak since that team is moving over to the new company.” This approach ensures that fans will continue to see familiar faces and experience the same high-quality coverage they’ve come to expect.

Additionally, 4 Cup Series races will still air on NBC annually under the existing media rights deal that runs through 2031, while the remainder of Versant’s NASCAR package will continue to be showcased on USA Network. This development comes during a period of major media transformation in the sport.

NASCAR entered a new 7-year media rights agreement this season, expanding its partnership to 5 domestic broadcast and streaming outlets, including NBC/Versant, Prime Video, and others. In a notable shift, NASCAR handed 2 of its most high-profile upcoming events: the Mexico City race in 2025 and the San Diego street course debut next year to Prime Video, signaling the growing importance of streaming platforms.

Despite this, Versant’s executives remain confident in the value of their position on the package. “We obviously want to try some new venues,” Hong stated, “but we also take pride in having the 10 playoff races and in our package crowning a champion.” Looking ahead, NASCAR’s leadership continues to explore possible changes to both its playoff format and car model in an effort to reignite fan interest and competitiveness.

When asked whether Versant has any particular stance on how the sort should crown its champion, Hong made it clear that the network’s focus remains on delivering the drama and excitement of the season’s conclusion. “We’re proud to have that playoff package,” he said, “so independent of format or anything like that, we like the season-ending part of the package.” 

As Versant prepares to take the reins, the company’s hand and its deep-rooted connection to NBC’s sports legacy may prove crucial in maintaining NASCAR’s broadcast consistency during this pivotal new chapter. However, the plan to bridge generations through streaming partnerships has sparked immense debate in the community.

Inside NASCAR’s bold push into the streaming era

When NASCAR first hit television screens in 1971 with the Greensville 200, few could have predicted how vital broadcasting would become to the sport’s identity. Decades later, the way fans watch has changed entirely, from living room TVs to smartphones and streaming apps. “I’d say content consumption patterns are changing. NASCAR or any other property has to adapt and change to those different content consumption patterns,” said Brian Herbst, NASCAR’s senior vice president of media.

To meet those changes, NASCAR signed a $7.7 billion media rights deal beginning in 2025, featuring FOX, NBC, Amazon Prime Video, and TNT as broadcast partners. Prime Video will exclusively stream five midseason races, a first for the Cup Series, aiming to capture the attention of younger audiences. Yet not everyone is thrilled, as fans have voiced frustration over rising costs and fragmented coverage across multiple platforms.

Still, NASCAR remains confident in the long game. “Netflix kind of changed the game,” Herbst said, pointing to the sport’s success with the NASCAR: Full Speed docuseries, which drew 3.4 million viewers. While older fans struggle with subscription fatigue, viewership among 18-34-year-olds has surged, showing that NASCAR’s multi-platform strategy may be securing its next generation of fans.