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Inside NASCAR’s $60M Media Bet with Brian Herbst, EVP
What do you do when Amazon wants your media rights, but not your production headaches? If you’re NASCAR, you build a $60 MILLION dollar, 58,000-square-foot facility from scratch to solve the problem.
This week, Brian Herbst, EVP and Chief Media & Revenue Officer at NASCAR is here to share the bold moves behind NASCAR’s $7.7 billion media rights strategy. He shares the inside story of how NASCAR landed Amazon, TNT/Max, and The CW as new media partners, even while simultaneously producing every second of the NASCAR XFINITY Series in-house.
You’ll hear how the team anticipated streaming’s rise as early as 2018, why they created in-car camera feeds for all 40 Cup Series cars, and what went into launching the Max-exclusive “driver cams” experience with synced team audio.
Plus, why did the Netflix series Full Speed reach the global top 5, despite 90% of its viewers never watching a NASCAR race?
In this episode, you’ll hear:
- Why NASCAR built a $60M in-house production facility – and how it helped secure The CW and Amazon as new rights partners
- Why more NASCAR fans subscribe to Prime over cable, and how that shaped a strategic streaming bet
- 90% of Full Speed viewers didn’t watch a single playoff race! What does that mean for fan growth?
- NASCAR’s in-car experience on Max, and why it offers something fans have never seen before
- How NASCAR is localizing content for 190+ countries while maintaining production control in North Carolina
Resources and Links:
Connect with Brian Herbst on LinkedIn and check out the NASCAR Full Speed series on Netflix and the Dale Earnhardt documentary on Amazon Prime.
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