Fox Sports sold out of ads for Sunday’s Daytona 500 at a record pace, with the network leveraging a hot market and its broadcast of Super Bowl LIV to help reach the mark, according to people familiar with the matter. While the amount of revenue Fox will make in total from the 500 is unclear, sources say the network landed several advertisers paying over $500,000 for a 30-second spot while the majority of advertisers ended up in the $400,000 to $450,000 range. That compares to around $8M a pop for a 30-second spot during Super Bowl LIX last week.
Fox sold out of ads in December, the earliest the network had ever sold out for the 500, according to Brian Herbst, NASCAR EVP and chief media & revenue officer. Herbst said that sends a strong sign to the sports industry about the commercial momentum of the sport. Some of the advertisers for Sunday’s race also ran spots around the Super Bowl, another factor that helped seal the early sell-out.
Among the brands that will be newly advertising in this year’s race are Chipotle, Airbnb and Meta. Toyota, Chevy and Chili’s are also expected to run ads during the race, with Toyota’s being the first of nine different racing-focused spots it will release during the 2025 NASCAR season. That spot, titled “Big 3,” talks about Toyota’s three-team lineup in NASCAR with 23XI Racing, Joe Gibbs Racing and Legacy Motor Club.