Turning a championship into a broadcast asset
A free-to-air streaming partnership with the Seven Network turned a live motorsport series into a measurable national broadcast property for its commercial partners.
National Drag Racing Championship
The Challenge
Drag racing had audience passion but limited commercial certainty. Without a dependable broadcast platform, teams and the championship could not offer sponsors a quantifiable exposure case, which capped what partnerships were worth.
The Opportunity
A free-to-air streaming home would make the championship's audience countable. Countable audiences can be valued, and valued audiences can be sold — to category partners, to broadcast partners and to team sponsors further down the chain.
The Strategy
Deliver broadcast quality and consistency first, and let the audience data make the commercial argument. More than 20 high-quality live broadcast events were delivered across the NDRC's first season.
The Partnership
The Seven Network extended beyond its original one-year option and secured a two-year partnership, carrying all six headline rounds live and free on 7plus, supported by video-on-demand highlights on the NDRC 7plus channel and event coverage through 7Sport's social channels.
The Activation
Commercial partners are integrated across live broadcast, on-demand content and the live event footprint, so a single partnership works across broadcast reach, digital audience and trackside experience.
The Result
At the 2026 Riverbend Nationals, total viewing minutes on 7plus were up 65.2% year on year, stream starts up 53.1% and unique users up 37.7%.
That growth compounds down the chain: as the broadcast audience grows, so does the value racers and teams can offer their own sponsors.
“It means the NDRC is delivering broadcast value to our sponsors and that's essential to the sustainability of the Championship.”
Andy Lopez, NDRC Co-Owner
Figures drawn from published NDRC broadcast reporting on Media Scrum's news channel.
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