NASCAR's recent $7.7 billion media rights deal reflects a bold shift toward digital and streaming platforms, with Amazon playing a central role in production and distribution. By partnering with five key networks, NASCAR maintains strong viewership despite fewer traditional broadcasts, while boosting younger audience engagement through Roblox, Fortnite, and Substack. Altcasts, like the TNT in-season challenge, now capture a meaningful share of viewership, signaling the success of alternative formats. Internationally, NASCAR is expanding beyond the Americas with support from IMG/Endeavor, inspired by Formula One’s global growth but focused on carving its own path. Behind this evolution is Brian Herbst, whose two-decade journey from intern to executive leader underscores the organization’s culture of internal growth and long-term vision in shaping the sport’s media future.