NHRA signs OTT deal with Endeavor Streaming

Partnership begins with streaming service upgrade.

The National Hot Rod Association (NHRA) has teamed up with Endeavor Streaming to improve its over-the-top (OTT) platform, NHRA.tv.


  • NHRA also gains access to Endeavor's direct-to-consumer (DTC) growth services division
  • Endeavor will help scale NHRA business and grow the fan base and digital services revenue

Context: NHRA first launched its OTT platform in 2019, but this represents the first concerted effort to streamline the user experience. An annual subscription to the service costs US$149, which provides unlimited access to all 21 races.

Comment: Glen Cromwell, NHRA president, said: “Further to the new service launch, we are excited for the content and fan engagement initiatives. The future for streaming our events is only going to get better for our audiences and our partners and we look forward to what’s ahead”

Consequence: New features include: a multi-content delivery network (CDN) delivery platform that encompasses localised delivery based on viewer location, the ability for users to bookmark content across devices; a universal user experience; and enhanced sign-in options. 

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