Dale Earnhardt Jr. and Kevin Harvick Secure Major FOX Deal Amid CARS Tour-NASCAR Tensions
In a move defying any April Fools’ prank suspicions, NASCAR legends Dale Earnhardt Jr. and Kevin Harvick have inked a significant multi-year broadcasting agreement with FOX Sports, marking a strategic shift in motorsports media. The announcement comes amid rising friction between the grassroots-focused CARS Tour—co-owned by Earnhardt Jr.—and NASCAR, hinting at a broader realignment in racing’s competitive and broadcast landscape.
FOX’s Mega Deal: Expanding Motorsport Horizons
Dale Jr., a longtime analyst for NBC, and Harvick, a recent retiree turned commentator, will join FOX’s NASCAR coverage starting in 2025. Their roles are expected to include lead race analysis, pre-race shows, and digital content, leveraging their deep expertise and fan appeal. Industry insiders suggest the deal also encompasses coverage of the CARS Tour, a short-track racing series co-owned by Earnhardt Jr., signaling FOX’s push to diversify its motorsports portfolio beyond NASCAR’s premier series.
CARS Tour vs. NASCAR: Clash of Visions
The CARS Tour, revitalized under Earnhardt Jr.’s ownership since 2023, has emerged as a hotspot for grassroots racing talent. However, its growing prominence has sparked tensions with NASCAR, particularly over scheduling conflicts and resource competition. Recent overlaps in race dates, such as CARS Tour events coinciding with NASCAR’s Truck Series, have forced drivers and teams to choose between platforms. Critics argue NASCAR’s neglect of short-track innovation has opened the door for the CARS Tour to attract both audiences and rising stars.
Earnhardt Jr. emphasized the CARS Tour’s mission during the FOX announcement: “Our goal is to elevate short-track racing and give these drivers a national stage. Partnering with FOX allows us to showcase raw, unfiltered competition that fans crave.” Harvick added, “This is about honoring racing’s roots while embracing new opportunities.”
NASCAR’s Response and Industry Implications
NASCAR officials publicly downplayed the rivalry, stating, “There’s room for all forms of motorsport to thrive.” Privately, however, sources indicate concerns over FOX’s investment in a competing series, particularly as the network holds broadcast rights for NASCAR’s Cup Series until 2024. The deal’s inclusion of CARS Tour coverage could position FOX as a bridge between grassroots and elite racing, challenging NBC and USA Network’s hold on NASCAR’s Xfinity and Truck Series.
Looking Ahead
The FOX deal amplifies Earnhardt Jr.’s dual role as both a media figure and series owner, blurring lines between broadcaster and stakeholder. As the CARS Tour gains visibility, NASCAR may face pressure to reengage with short-track venues and adapt its developmental pathways. For fans, the collaboration promises fresh storytelling angles and enhanced access to racing’s grassroots heartbeat.
In this evolving landscape, one truth is clear: the race for viewership, talent, and narrative control is accelerating—both on and off the track.
