Graphic: Backfire Racing.
Television and streaming deals are among the largest single revenue sources for major racing series, and the way those rights are sold and distributed shapes decisions ranging from race start times to which markets get prioritized for growth.
Why Broadcast Deals Are So Valuable
Racing delivers live, appointment-viewing audiences that advertisers pay a premium for, since fans tend to watch in real time rather than delayed, and races generate hours of continuous programming that can be packaged with pre- and post-race coverage. That combination makes broadcast rights an enormous line item in most major series’ revenue.
Exclusive vs. Split Rights
Some series sell a single exclusive broadcast deal in a given territory, guaranteeing a simpler, unified viewing experience but limiting reach to that one platform’s existing subscriber base. Others split rights between free-to-air and pay platforms, trading some exclusivity value for broader audience reach, a tension visible in deals like the one covered in our reporting on Formula E’s streaming partnership.
Streaming’s Growing Share
Dedicated streaming platforms have increasingly entered the bidding for motorsport rights, sometimes outbidding traditional broadcasters entirely for certain series or regions. This shift has changed how younger fans discover and follow racing, often through direct-to-consumer apps rather than traditional television schedules.
How Rights Deals Affect Scheduling
Race start times are frequently set to maximize audience in a series’ most valuable broadcast markets, sometimes creating unusual hours for fans in other time zones. This global broadcast math increasingly factors into calendar planning alongside more traditional considerations like weather and venue availability.
Why It All Trickles Down
Broadcast revenue ultimately funds prize money, team budgets, and race promotion fees, meaning a strong rights deal can lift an entire series’ competitive health, while a weak one can constrain growth regardless of how exciting the on-track product actually is.
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