The CW Positions for Success with the NASCAR Xfinity Series
In August 2024, The CW’s executives visited Daytona International Speedway, marking an important strategic move ahead of their exclusive seven-year agreement to broadcast the NASCAR Xfinity Series, starting in 2025. Mike Perman, Senior Vice President of Sports at The CW, emphasized the purpose of the visit: to engage with teams and assess their needs firsthand.
“We met with the Xfinity Series teams in the garage to show them that we were there,” Perman reported. “Our team is committed to taking good care of the series.”
Brian Herbst, NASCAR’s Executive Vice President and Chief Media and Revenue Officer, noted that the partnership represents a significant shift in NASCAR’s broadcast strategy, as The CW will deploy a dedicated production unit focusing solely on the Xfinity Series. “It’s the first time we’ve had that in over a decade,” Herbst stated, highlighting the potential for enhanced content quality and consistency in coverage.
The CW initiated their involvement by airing the last eight races of the 2024 season, providing uniformity absent in previous partnerships. With full ownership of the Xfinity Series schedule, the network ensures consistent viewer engagement.
As part of enhancing the broadcast presentation, The CW has revamped its graphics and production quality. Perman acknowledged the challenges of introducing change to a passionate fan base: “NASCAR fans can be resistant to change, so we aim to balance innovation with respect for tradition.”
In a strategic pivot to expand its sporting presence, The CW is targeting a 25% share of its content towards sports, with NASCAR being a key focus alongside WWE. Early results from the 2024 season have proven encouraging, showing a 17% increase in average viewership compared to the previous year, with The CW achieving over one million viewers per race consistently—a significant milestone for the Xfinity Series.
“The first 13 races averaged over one million viewers, which has exceeded our expectations,” Perman noted. The 2024 season is on track to be the most-watched for the series since 2018, attracting an average of 1.1 million viewers—demonstrating robust performance across the platform’s 125 million households in the U.S.
Herbst attributed this success to both The CW’s outreach and the established enthusiasm of the NASCAR fanbase: “Seeing these numbers with double-digit growth has been rewarding. It’s gratifying to witness our collaborative plan come to fruition.”
With eager anticipation for future races, The CW is determined to leverage this momentum, aiming to attract even more fans from the Cup Series to expand the Xfinity Series’ visibility and reputation within the motorsports landscape.
