NBC Sports and IMSA Extend Broadcasting Partnership to Boost Motorsports Coverage

The International Motor Sports Association (IMSA) and NBC Sports have agreed to extend their media rights agreement. This multi-year extension means that NBC Sports will continue as the home of the flagship IMSA WeatherTech SportsCar Championship and other series sanctioned by IMSA.

According to IMSA President John Doonan, Our partnership with NBC Sports has produced viewership increases for the IMSA WeatherTech SportsCar Championship every year from our first year in 2019 through last season. Doonan praised the role of NBC Sports in maintaining a visible platform for showcasing endurance races to domestic fans, especially through live, flag-to-flag coverage on Peacock.

NBC Sports to Amplify Coverage

As part of this new agreement, NBC Sports will boost its annual broadcast network coverage by nearly 50%. Fans can now look forward to 17 hours of IMSA WeatherTech SportsCar Championship coverage on the NBC network each year. With all WeatherTech Championship events streaming live on Peacock, the accessibility and visibility of sports car racing are set to increase considerably.

Viewership Milestones

The partnership between IMSA and NBC Sports has yielded remarkable growth in viewership statistics since acquiring media rights before the 2019 season. The 2023 season was particularly notable, marking NBC Sports’ most-watched season ever, with a 13% rise in year-over-year viewership for its coverage on both NBC and USA Network. Additionally, this year’s IMSA coverage on Peacock reflected a roughly 60% increase in total minutes streamed compared to the previous year.

The substantial rise in viewership aligns with Justin Byczek’s statement on their success: The key to this extension has been an incredible collaborative relationship with NBC Sports over ESPN; we brought a great mindset together during many challenges, and it is apparent that sports car racing’s health and visibility have excelled under this partnership.

Revitalizing Racing Post-Pandemic

Doonan addressed the resilience shown by IMSA throughout the pandemic: While our commercial strength – like so many others – had its challenges throughout the pandemic, our overall platform health is making a steady recovery in lockstep with our loyal partners.NBC Sports’ diligent efforts have contributed significantly to the steady recovery and continuous growth that IMSA enjoys today.

Historical Context and Series Overview

Formed in 2014 from the merger of Grand-Am Road Racing and the American Le Mans Series, the WeatherTech SportsCar Championship has become crucial for various racing classes. This extended partnership allows consistent delivery of high-quality coverage:

Looking Ahead

With this multi-year extension, both parties are committed to nurturing and expanding the vibrant ecosystem of sports car racing. As Doonan aptly sums up, We are thrilled to confirm not only an extension of our relationship with NBC Sports, but nearly a 50 percent increase in the number of hours on the NBC broadcast network beginning next year. The future seems bright for both IMSA and fans, who can look forward to ongoing elevated experiences across linear and digital platforms.