Despite losing their star driver, Dale Earnhardt Jr., due to retirement at the end of 2017, Nationwide announced a re-up of their sponsorship with replacement driver Alex Bowman for the next two years with long-time partner Hendrick Motorsports.
While Bowman is widely considered to be talented, his results in 2018 have yet to provide a particular result, but clearly Nationwide;s involvement remains strong.
It’s important to note this for multiple reasons:
A staple of sportscar racing for nearly 15 years, the Patron Spirits logo will no longer be in the scene starting in 2019.
While some may look at it as a symbol of sportscar’s (IMSA) lack of marketing viability, the real question may actually lie in whether or not the viability was ever there, and instead demonstrates the fragile nature of sportscar sponsorships and their attachment to an individual.
In this case, former CEO Ed Brown.
With the all-new iPace series soon to launch in the Formula E championship, a new era is burgeoning for the viability of electric car racing.
Just to keep score, the all-electric Formula E championship continues to grow within the OEM ranks, currently hosting efforts from Audi, Jaguar, BMW and Renault, with several other manufacturers rumored to be keen on it as well.
With the wide-circulating rumors of a NASCAR sale, the shock displayed by many shouldn’t be a huge surprise if one were to examine the realities of the current climate of the sport.
There’s plenty of articles and reports, including on this site, of the challenges that NASCAR has faced in recent years. Declining television ratings, an unwillingness by title sponsors to pay the requested rate, and so on.
Here’s the challenge. The organization is built to run as it does now. All evidence would point to the idea that the market is changing drastically… and NASCAR is not keeping up. The evidence is in the constantly growing list of changes to the sport, all in the name of bringing in new fans, yet the numbers continue to dwindle. Stage racing, new car templates, continually revised “Playoff” format, etc. It’s becoming a proverbial “kitchen sink” scenario, and it doesn’t seem to have much effect.
In 2019, a 33-year broadcasting history between ABC and the Indianapolis 500 will come to an end, which will signal a new era for IndyCar racing in what is widely considered a modern resurgence for the series.
While the draw between ABC vs. the NBC network for the famed month of May is pretty much equal, they shared an equivalent household reach, the real story lies in the alignment between NBC’s cable network, NBCSN, for the balance of the year.
Ever since the Versus network was re-branded NBC Sports Network (NBCSN) as part of a Comcast purchase in to NBC Universal in 2012, IndyCar has held a unique balance over the course of their season, with NBCSN covering the majority of the races, however ABC and its affiliated ESPN would cover select high profile events, most notably the Indianapolis 500.
When Formula 1 announced the move away from FOX Sports, which had taken over from long-time rights-holder SPEED, in 2013 in favor of NBC Sports, a great amount of skepticism was met by fans and media alike. Over the next five years, however, the burgeoning sports network won their fanbase over, thanks in large part to an extremely knowledgable, enthusiastic, and entertaining series of hosts, behind-the-scenes production staff, and compounded with NBC Sports’ willingness to create additional content. This included ample pre-race and post-race programming, extensive promotion, and generally a commitment to making the most of the F1 opportunity.
The result? The audience grew. From 187,000 in 2013, to 440,000 by the end of 2017.
The actual result? Losing the contract to ESPN for 2018 and beyond, a move that was confusing to many fans, but the speculative business reasons behind it are the most curious.
When Liberty Media acquired Formula One from 2017 and beyond, the directive was clear… modernize the sport. To their credit, we’ve seen a number of improvements. Extensive YouTube content, more interactive elements, and a general relaxing of some of the “no access” dogma the sport has become accustomed to.
Where it hits a head is when it comes to broadcasting. While Netflix and Hulu have undeniably blown up the reality of streaming content as a viable means of living room entertainment, to this point there has been one hold out: live sports.