Nascar will stream some of its races on a pay-per-view (PPV) basis in international markets thanks to a partnership with the revived Recast.
Confirmed:
- Partnership will initially focus on Nascar Xfinity Series and Craftsman Truck Series
- Streams will be available in dark markets where Nascar does not have a formal television deal
- Recast’s universal wallet will be integrated into Nascar’s official website, which will host live streams
- Nascar to receive customer data that can be used to strengthen engagement and marketing activities
Context:
Nascar has ambitions to grow beyond the US and has television deals in several key markets, including the UK. This partnership with Recast aims to extend availability beyond these territories and offering races on PPV provides both a legal streaming option for overseas fans and allows Nascar to monetise this audience.
The partnership is one of the most high-profile agreed by Recast since it relaunched as a micropayment platform for the sports industry after entering administration in 2023. By stripping away the streaming component of the original service and focusing purely on payment technology and data services, Recast hopes to provide rights holders with new routes to market and monetisation options.
Comment:
“Our collaboration with Recast is a game-changer in how we connect with our global fanbase. Nascar has an incredibly passionate international audience, and this partnership allows us to meet them where they are, on a flexible basis particularly for those who don’t have access to Nascar racing via an in-market broadcast.” said Nick Skipper, managing director, media strategy at Nascar.
“By leveraging Recast’s innovative technology, we can expand our reach into underserved markets while gaining valuable insights into fan engagement. This is an exciting next chapter for how Nascar content is distributed and consumed worldwide.”
“This partnership with Nascar represents a major step forward in the evolution of sports content distribution,” added Andy Meikle, founder and chief executive of Recast. “Fans are demanding greater flexibility, and the traditional one-size-fits-all subscription model is no longer the only option.
“By combining Nascar’s thrilling racing with Recast’s cutting-edge payment technology, we will unlock new audiences via our unique affiliate engine, deliver new revenue streams, and provide Nascar with powerful data-driven insights to fuel future growth. Nascar leading the way in embracing the future of sports media, and we’re proud to be partnering with them in leading this transformation.”
Coming next:
Recast will seek to add more rights holders to its customer portfolio. The next race in the Xfinity series is the SciAlps 300 at the Bristol Motor Speedway on 12th April.
Go deeper:
- What Nascar’s TV, sponsorship and social media data reveals about the series in 2025
- What’s going on with Nascar’s charter system?
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