IndyCar is accelerating into a new era of visibility as fans tune into races like never before. In June of last year, IndyCar and FOX Sports announced their multi-year partnership to bring all 17 NTT IndyCar Series races to fans tuning in on TV or via the Fox Sports App. In the season-opening race in St. Petersburg, Florida, the race drew record-high viewers for any non-Indy 500 event since 2011.
As the new home of the ‘Greatest Spectacle in Racing,’ FOX Sports has introduced several technological innovations to enhance the viewing experience. With premier production and top-tier promotion, FOX is bringing the excitement to new audiences. The biggest winners of this record-setting viewership are the corporate partners riding shotgun with race teams this season.
Quick Highlights
- FOX’s St. Pete broadcast marked the largest non-Indy 500 audience in over a decade with 1.4 million viewers.
- The 2025 season has seen double-digit percentage growth in viewership among fans aged 18 to 34.
- FOX Sports broadcasts now include over 12 in-car cameras, heads-up display overlays, and extensive drone coverage.
- Practice No. 1 and qualifying for Race 2 averaged 323,000 viewers on FOX — compared to just 20,000 average viewers on Peacock during NBC’s tenure.
- Fox’s 2025 IndyCar marketing campaign generated almost 90% positive sentiment on social media ahead of its debut.
FOX’s Innovative Coverage
FOX Sports has revolutionized the 2025 IndyCar Series broadcasts, leveraging its 25 years of experience with NASCAR. New technology includes the extensive use of drone cameras, offering unique aerial perspectives that highlight the speed and strategy of races. Additionally, FOX’s “GhostCar” AI feature provides live overlays of a virtual vehicle, similar to the technology used by the NFL combine to compare athletes’ 40-yard dash paths.
12+ in-car cameras and the integration of heads-up-displays for drivers and fans are another new addition. As drones take to the sky to capture creative camera angles, their value on street courses becomes very clear. Aerial shots of the race allow fans at the race track to view far more of the action than they would otherwise have access to.
FOX Sports will introduce a driver’s eye POV camera later this season similar to ESPN’s recent F1 broadcasts. These innovations, alongside a new graphics package inspired by IndyCar machinery, set a new gold standard in motorsports broadcasting.
Impact on Race Day Ratings
With the help of FOX Sports, the 2025 IndyCar Series drew the largest non-Indy 500 audience in over a decade. Alex Palou’s victory at the Firestone Grand Prix in St. Pete garnered an average of 1.4 million viewers.
Viewership dropped for the second race of the year, partly due to its scheduling overlap with the NASCAR Cup Series’ Straight Talk Wireless 400. However, an average of 323,000 fans tuned into Friday’s Practice No. 1 and Saturday’s qualifying session broadcasts. When NBC aired these sessions on Peacock, the average viewership was only 20,000.
The FOX Sports effect on both broadcast quality and ratings has been tangible to start the season. This weekend’s race continued the trend.
Corporate Sponsorship Implications
The jump to FOX Sports isn’t just a ratings win for the 2025 IndyCar Series, it’s a branding bonanza. Some of the biggest winners have been the corporate partners that are leveraging the 2025 IndyCar season for what it is — the sport’s breakthrough year. Increased visibility from network television means more eyeballs on logos, liveries, and on-track activations than in previous seasons.
The 2025 season’s first races have also drawn a younger audience than ever before. Amidst the booming popularity of motorsports dating back to the release of Netflix’s Drive to Survive, NBC-tenured IndyCar struggled to capture younger fans.
Just two races into the FOX era, the number of fans between 18 and 34 has seen double-digit percentage growth. Brands seeking to capture the brand loyalty of this valuable segment have reaped the benefits of this growth through their partnerships with race teams so far this year.
Non-endemic motorsports brands have phenomenal reach to audiences beyond the dedicated racing fans with FOX as the new broadcast provider. Living room TVs across America are increasingly tuned in to FOX Sports’ broadcasts of race weekends, but are also more frequently advertising the races thanks to FOX’s promotional campaigns.
How Brands Can Maximize IndyCar’s Impact
The best way to maximize motorsports partnerships during the sport’s current surge is by engaging fans on and off the track. Drivers like Conor Daly are growing their influence through social media and podcasts, creating new spaces for brands to connect. Co-branded content and influencer-style campaigns help partnerships reach beyond core race fans and tap into broader audiences.
Netflix’s Drive to Survive proved fans want behind-the-scenes content and personal stories. Gen Z, in particular, responds to fast, authentic short-form content that feels real. When brands show up in these spaces on race weekends, they build stronger ties with fans and add depth to their sponsorships.
The sponsors that will win are those thinking beyond signage. FOX may be boosting motorsports visibility, but brands need to turn that attention into lasting fan connections. At Athelo Group, we help brands make the most of this opportunity.