The Return Of Speed: FOX Bets Motorsports Fans Still Want A Shared Living Room

Forbes Business

by Greg Engle, Contributor

February 23, 2026

AI-Generated Deep Dive Summary

FOX’s SPEED network is making a comeback, aiming to unite fans of NASCAR, IndyCar, and Formula 1 under one roof. With these major racing series undergoing significant transformations—NASCAR recalibrating its approach, IndyCar rebuilding its brand, and Formula 1 experiencing unprecedented growth in the U.S.—FOX sees an opportunity to connect these worlds through its motorsports platform. The move reflects a strategic play by FOX to tap into the growing interest in motorsports while creating a shared space for fans of diverse racing series. The timing of this initiative is key as NASCAR grapples with viewer fatigue and ratings declines, while IndyCar works to rebuild its fanbase after years of underperformance. Formula 1, on the other hand, is thriving in America, thanks to record-breaking viewership and the allure of high-profile drivers like Lewis Hamilton. By merging these audiences under the SPEED banner, FOX aims to create a one-stop destination for motorsports enthusiasts, fostering cross-promotion and driving engagement across its channels. From a business perspective, this strategy makes sense. Motorsports is a lucrative industry with vast sponsorship opportunities and global reach. By consolidating these racing series under a single platform, FOX can attract diverse advertisers while reducing fragmentation in the market. The network’s ability to leverage its existing sports broadcasting expertise will be crucial in executing this vision successfully. Ultimately, the success of SPEED’s relaunch hinges on its capacity to deliver compelling content that resonates with fans across different racing disciplines. If FOX can create a unified experience that bridges the gap between NASCAR, IndyCar, and Formula 1, it could redefine how motorsports is consumed in America—and further solidify its position as a leader in sports media.

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Originally published on Forbes Business on 2/23/2026