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"All In: IndyCar" Expansion Signals Digital Shift for INDYCAR

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  Published in Sports and Competition on Thursday, March 19th 2026 at 17:12 GMT by Fox Sports
      Locale: UNITED STATES

INDIANAPOLIS - March 19, 2026 - In a move signaling a significant shift towards digital-first content strategies within motorsport, FOX Sports and the NTT INDYCAR SERIES today announced the continued success and expansion of their collaborative digital exclusive series, "All In: IndyCar." What began as a promising venture in 2024 has blossomed into a cornerstone of INDYCAR's fan engagement strategy, attracting a dedicated online audience and driving increased interest in the sport.

Originally launched to provide unprecedented behind-the-scenes access, "All In: IndyCar" isn't simply a highlight reel of races. Instead, the series delves into the human stories that underpin the high-octane world of open-wheel racing. The platform - available on FOXSports.com, the FOX Sports App, and the INDYCAR YouTube channel - offers fans a glimpse into the rigorous preparation, complex engineering, and intense personal lives of the drivers and teams.

The initial episode, 'Josef's Journey,' focused on Josef Newgarden's build-up to the 2024 season. While well-received, the series has dramatically evolved since then. Season three, currently airing, is showcasing a more in-depth look at the entire paddock. Recent episodes have featured detailed profiles of team strategists, engine developers, and even the unsung heroes in the pit crews, highlighting the collaborative effort required to compete at the highest level. A particularly compelling episode followed the rehabilitation journey of a prominent driver following an injury sustained during the 2025 season, showcasing the physical and mental resilience required of INDYCAR athletes.

"All In: IndyCar"'s success isn't merely anecdotal. Data released by FOX Sports indicates a consistent month-over-month increase in viewership, with average episode views now exceeding 500,000 across all platforms. Importantly, the series is attracting a younger demographic, crucial for the long-term health of the sport. Mark Tanner, IndyCar VP, Marketing, confirmed that the series has contributed to a noticeable uptick in social media engagement and merchandise sales.

This strategic partnership between FOX Sports and INDYCAR reflects a broader trend in motorsport: the democratization of content and the move away from solely relying on traditional broadcast television. While television coverage remains vital, digital platforms offer a unique opportunity for rights holders to connect directly with fans and cultivate a more loyal following. This direct access fosters a sense of community and allows fans to feel more invested in the sport and its personalities.

Mike McGuire, VP, Programming & Development, FOX Sports, elaborated on the reasoning behind the expanded investment in the series. "We saw an opportunity to not just show the racing, but to tell the stories behind the racing. INDYCAR is full of compelling narratives, and 'All In' allows us to present those narratives in a way that resonates with today's digitally native audience. It's about building relationships with fans and giving them a reason to tune in week after week."

The production quality, helmed by FOX Sports' Emmy Award-winning team, is also a key component of the series' appeal. The use of drone footage, onboard cameras, and intimate interviews creates a cinematic experience that elevates it above typical behind-the-scenes content. Furthermore, the series is now incorporating augmented reality elements to explain complex technical aspects of the cars and races to a wider audience.

Looking ahead, both FOX Sports and INDYCAR are exploring ways to further integrate "All In: IndyCar" with the live race broadcasts, offering fans a seamless viewing experience. This could include cross-promotion of episodes during race coverage and the incorporation of behind-the-scenes footage into pre- and post-race analysis. The potential for interactive elements, such as live Q&A sessions with drivers and team members, is also being investigated. The success of this model is already attracting attention from other motorsport organizations, hinting at a potential wave of similar digital exclusive series in the near future.

About FOX Sports

FOX Sports is a division of Fox Corporation (NASDAQ: FOXA), offering a wide array of sports programming across multiple platforms.

About INDYCAR The NTT INDYCAR SERIES remains the premier open-wheel racing series in North America, sanctioned by IndyCar LLC, and continues to innovate in both on-track competition and digital fan engagement.