
Fox Sports Sets Its Sights on Capturing NFL Fans for IndyCar’s Big Debut in March
As the first season of IndyCar racing on Fox approaches, the network is looking to expand its audience by engaging NFL fans. With its Sunday-afternoon NFL games attracting some of television’s highest ratings, Fox Sports is strategically positioning IndyCar as a must-watch motorsport for football viewers. The network plans to showcase highlights and promotional content of IndyCar’s top drivers during NFL playoff games and Super Bowl LIX on February 9, hoping to spark interest ahead of IndyCar’s season opener on March 2.
In a bid to generate excitement, Fox Sports’ initial promo for the series features two-time Indianapolis 500 winner Josef Newgarden, who is set to race in the upcoming IndyCar season. The commercial also includes a special cameo by Tom Brady, Fox’s lead NFL analyst, offering a cross-promotion that highlights the synergy between these major sports. IndyCar, which was previously aired by NBC since 2019 and Disney before that, is now making its shift to Fox. The network sees a tremendous opportunity to not only captivate racing enthusiasts but also draw in new viewers to the world of motorsports, specifically the NTT IndyCar Series and the iconic Indianapolis 500.
Fox’s strategy is clear: capitalize on its existing audience of NFL fans, who are already tuned in for the high-energy action on Sundays. According to Robert Gottlieb, president of marketing at Fox Sports, IndyCar represents a fresh venture that holds significant growth potential. The network’s focus is not just on NASCAR fans, for whom IndyCar may be a natural next step, but on attracting new viewers who may not typically tune into racing events. As Gottlieb explains, “First and most important for us is the Indy fan. We wanted them to feel fired up and excited about the switch to Fox. We want them to know that Fox understands their passion for the sport and is committed to bringing something new and special to IndyCar.”
Fox Sports is also keen to leverage its existing NASCAR audience to fuel IndyCar’s rise. Research shows that NASCAR fans have not rejected IndyCar racing, but simply haven’t been exposed to it in a significant way. The goal is to bring IndyCar into the spotlight for this dedicated motorsports community, allowing fans to explore the thrilling world of open-wheel racing without feeling disconnected from their NASCAR roots. By showcasing IndyCar’s unique appeal, Fox hopes to encourage crossover interest and foster a more integrated motorsports fan base.
In addition to the strategic marketing efforts, Fox Sports has brought in a team of experienced broadcasters for its IndyCar coverage. Veteran broadcaster Will Buxton will serve as the play-by-play announcer, with James Hinchcliffe and Townsend Bell providing expert analysis. This move signals Fox’s commitment to delivering high-quality, engaging commentary and content that will resonate with both dedicated motorsports fans and newcomers to the sport.
By blending the excitement of NFL football with the allure of IndyCar racing, Fox Sports is aiming to create a seamless transition for viewers and ensure that both veteran racing fans and casual sports enthusiasts are fully engaged. With IndyCar now on Fox, the network is ready to put the pedal to the metal and take racing coverage to new heights, ushering in a new era for open-wheel racing and capturing the attention of millions of sports fans across the country.