Netflix is gearing up for the January 30th premiere of “NASCAR: Full Speed,” its latest sports docuseries, as the network strives to recreate the dazzling success of its runaway hit “Formula 1: Drive to Survive,” which captivated audiences and is largely credited with fueling F1’s skyrocketing popularity in the US. 

Netflix’s ever-expanding sports docuseries lineup—which also includes successful ventures into the NFL, the PGA, and FIFA, among others—is reshaping not just the viewership landscape of these sports, but also the brand exposure of their respective sponsors. If history is any guide, the series is set to seriously boost both NASCAR’s visibility on the world stage, and the reach of its brand partners: in just its first two weeks of release in March 2022, the 4th season of “Drive to Survive” generated an astonishing $42.2M in sponsorship exposure value per Navigate.

All of this spells great news for NASCAR sponsors. The new series will spotlight drivers including Ross Chastain, William Byron, Denny Hamlin, and Ryan Blaney, whose combined sponsorship portfolio numbers more than 40 brands having a deal, with brands including Menards, Advance Auto Parts, and Discount Tire (Blaney); FedEx, Toyota, and Interstate Batteries (Hamlin); and Chevrolet, Valvoline, and Axalta (Byron). Moving beyond logo placement on a car or uniform, these docuseries create compelling narratives that foster deeper engagement with a global audience—humanizing these athletes and by extension, the brands they represent. 

With reports running rampant in recent weeks of a new Netflix NBA docuseries in the works—highlighting LeBron James, Jayson Tatum, and Jimmy Butler—the key takeaway for “would-be sponsors” is clear: aligning with sports leagues and athletes squarely in Netflix’s sights—and with buzzy up-and-coming leagues that could be future prospects (pickleball, PWHL, Padel anyone?)—offers virtually immeasurable upside in the long run.