IndyCar and Fox Partnership Gains Momentum Ahead of Indianapolis 500

⁣ Updated May 26, ⁣2025

The NTT IndyCar Series and Fox are accelerating⁤ toward this⁢ weekend’s Indianapolis‍ 500, fueled by a⁤ strategic collaboration. IndyCar’s move to Fox, encompassing all 17 races and Indy ⁢500 ⁤qualifying, has already yielded positive ⁤results. The opening race in St. Petersburg drew 1.42 million viewers, a level not ⁢seen since 2011 and a 45% increase compared to the previous year’s opener‍ on NBC.

Fox Sports President of Marketing Robert Gottlieb said IndyCar viewership is up 25% on Fox compared to the same period last year. This growth stems from Fox’s extensive marketing ‍strategy, initiated last fall across its sports properties, including college football ⁤and the NFL.This promotion continued‍ through the Super Bowl, building⁤ anticipation for the IndyCar season.

Gottlieb⁤ views the⁢ Indianapolis 500 broadcast⁤ as a pivotal moment for Fox’s IndyCar coverage. Fox’s marketing campaign has spotlighted ⁤key drivers, including pato O’Ward and reigning champion Josef Newgarden.⁢ Newgarden is aiming for his third consecutive victory at⁢ Indianapolis.

A lighthearted ad featuring Newgarden and a fictional cologne called “Ethanol” generated significant online buzz,leading to a collaboration⁤ with a cologne retailer⁢ and a promotional appearance at Macy’s Herald Square.

“if it’s a ⁣national competition, if it’s Team USA playing in soccer or hockey or any event, the personalities and the individuals probably don’t come into play quite as much as the uniform,” Gottlieb said.“But outside of ⁤those sports, the need to have personalities and to have individuals that people ⁤care about and want to see perform ⁢is really important—whether⁢ that’s ⁣NASCAR,‍ IndyCar, MLB, college football, or beyond—knowing the players and feeling like⁣ you care about their performance is always an integral part ‍of ⁤bringing people into the sport and into viewing ‍it on on our networks.”

Fox‍ has⁣ also engaged IndyCar figures⁢ like Kyle Kirkwood and graham Rahal to educate audiences about⁣ the sport’s intricacies and history, including⁢ the tradition of the winner drinking⁢ milk.

Gottlieb emphasized the importance of driver personalities in attracting viewers. He⁤ highlighted O’Ward’s⁢ charisma and emotional connection with Indianapolis, making him a natural fit for Fox’s ⁣campaign.⁤ Newgarden, described as a “unique character,” ‍also plays a crucial role in⁢ making⁣ IndyCar more accessible to‍ fans.

“Pato⁢ was⁣ an easy ‍one ‍for us as we ⁤stepped into this as he’s so charismatic. He’s very young. He’s an amazing driver, and he’s gotten so close to the brass ring at Indy a couple of times now,” Gottlieb⁢ said.“[He] showed a ⁤vulnerability and an emotion that you don’t often see in today’s athletes, ⁢and when you see how raw he was and how much this means to him, and what this quest means to him, ‍that’s‍ incredibly compelling to see ⁤an athlete who ‍is in that space.”

Newgarden’s success has ⁤positioned him as a polarizing figure, with some fans⁢ celebrating his dominance and others eager to see him challenged.

“He ‍is like the perfect leading man for a race car circuit: He’s young; he’s handsome; he’s ambitious; and he’s an absolute killer on the track. Joseph was a bit of a⁣ gift for us,” Gottlieb said. “If this is a guy you can’t be interested in, then you’ve got no pulse at all, and he’s kind of polarizing in the best way: A lot of fans absolutely love and adore him ⁤and his dominance at the⁤ 500 is something that they revel in, and then there are ⁤a lot of fans who think he’s too perfect and can’t wait to see him get his comeuppance.”

What’s next

Looking ‍ahead, IndyCar and Fox aim to build⁢ on this ⁤momentum, leveraging driver personalities and strategic marketing to expand ⁢the sport’s reach.David Letterman’s⁣ presence at Fox’s ⁣upfront presentation underscores the growing intersection⁢ of culture and⁤ sport surrounding IndyCar, signaling a promising future for the partnership.