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Marketing and Sponsorship

Full Garage: Fox Sold Out Of Ad Space For Sunday's Daytona 500

Advertisers are paying Fox a mid-to-high single digit rate increase around NASCAR race coverageGETTY IMAGES

Fox Sports has sold out of ad inventory for Sunday's Daytona 500, and the net is pacing well ahead of last year for its portion of the '21 NASCAR season. “We’ve seen a lot of interest that really started last May when the sport resumed,” Fox Sports Exec VP/Sports Sales Seth Winter said. “We’ve maintained that momentum through last season when we were sold out.” Advertisers are paying Fox a mid-to-high single digit rate increase around NASCAR races, a big change from much of the previous decade when advertisers paid flat to low single digit percentage increases for NASCAR rates. Winter cited several reasons for the changes, starting with a tighter ad sales market for other sports right now. “There’s a dearth of inventory in the marketplace,” he said. “The tightness in demand in other marketplaces have really driven a lot of people to NASCAR, in addition to the sense of rejuvenation for the sport. There’s a lot of goodwill around the sport.” Another big reason for the renewed interest: NASCAR has taken actions to help its sport appeal to more mainstream advertisers. Winter cited its decision to ban the Confederate flag and the way NASCAR deftly handled Bubba Wallace’s stories about racism in the sport. Winter also highlighted new NASCAR owners like Michael Jordan and Pitbull as part of the mainstream trend that is being cheered by advertisers.

NEWCOMERS WELCOMED: Winter said this NASCAR season will see 36 new advertisers on Fox. The packaged goods, financial services and insurance categories all have increased ad spending. Autos, restaurants and QSRs also are active this year, as are streamers. That includes Netflix, which will promote the NASCAR-themed series “The Crew” starring Kevin James heavily this weekend. Traditional NASCAR advertisers like Coca-Cola, Toyota, Ford and Chevy also will be active on Fox telecasts this year.

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