The CW Surges Ahead in NASCAR Ad Sales, Reshaping Racing TV

The network's fan-first coverage and creative brand partnerships have attracted advertisers and boosted viewership.

Published on Feb. 15, 2026

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The CW has reported that its NASCAR ad sales are running ahead of last year's pace, cementing its place in the sport. The network's commitment to delivering a great viewing experience for fans, with minimal commercial interruptions, has attracted advertisers and increased viewership compared to 2025. The CW has also leveraged creative partnerships and storytelling to connect with younger audiences and keep NASCAR at the center of its marketing efforts.

Why it matters

The CW's success in the NASCAR ad market is significant, as it shows the network's ability to challenge the dominance of traditional sports broadcasters and offer a fresh, fan-focused approach that resonates with both viewers and advertisers. This could reshape the landscape of NASCAR television coverage and open up new opportunities for the sport to engage with a younger demographic.

The details

The CW has aired the NASCAR O'Reilly Auto Parts Series in full since 2025, and its focus on minimizing commercial interruptions during green-flag racing has been a key part of its strategy. The network has also worked closely with brands like O'Reilly, Mobil 1, and Universal Resorts Orlando to create custom, engaging content that connects with NASCAR fans. This flexible, creative approach has helped The CW stand out from more traditional sports broadcasters and attract a growing number of advertisers.

  • The CW entered the NASCAR broadcasting landscape in 2025.
  • In 2026, The CW is reporting that its NASCAR ad sales are running ahead of last year's pace.

The players

The CW

A television network that has made a strong push into NASCAR coverage, offering a fan-first approach and creative brand partnerships.

Nexstar Media Group

The media company that invested $115 million in NASCAR media rights, showing confidence in The CW's ability to grow within the sport.

Matt Beaton

The vice president of sports sales at The CW, who has overseen the network's successful NASCAR ad sales strategy.

Laura Lamattina

The senior vice president of marketing solutions at The CW, who has worked to build long-term relationships with NASCAR sponsors.

Dan Lanzano

The president of national ad sales at Nexstar, who has encouraged a flexible and innovative approach to brand partnerships at The CW.

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What they’re saying

“We turned a lot of heads in Year 1, and let's be honest, we put out a great product … and a lot of race fans were complimentary of our production quality.”

— Matt Beaton, Vice President of Sports Sales, The CW (profootballnetwork.com)

“Coming out of Year 1, we always say, 'Sell against your success,' so we did great with a lot of brands that embraced what we were doing. Some came to us early, some came to us mid-season, some came to us late in the year, but that set up for healthy conversations even before the end of the season to renew some of our larger big positions.”

— Matt Beaton, Vice President of Sports Sales, The CW (profootballnetwork.com)

“We're relentless about pushing the boundaries when it comes to brand partnerships, creating nimble, custom-curated activations that authentically resonate with NASCAR fans. That's where we believe we've set ourselves apart.”

— Dan Lanzano, President of National Ad Sales, Nexstar (profootballnetwork.com)

What’s next

The CW will look to build on its success in the 2026 NASCAR season, continuing to offer a fan-first viewing experience and innovative brand partnerships to attract more advertisers and viewers.

The takeaway

The CW's success in the NASCAR ad market demonstrates the power of a fan-focused approach and creative brand partnerships in a crowded media landscape. The network's willingness to challenge traditional sports broadcasting norms has paid off, and its growing influence could reshape the future of NASCAR television coverage.