FOX Sports, IndyCar Announce Launch of New Digital-Exclusive Series, "All In: IndyCar"

Key Takeaways

• Series streams on YouTube, FOX apps, and Tubi.
• Features Alex Palou, champion, at season‑opening race.
• Produced with Shadow Lion, co‑founded by Tom Brady.
• Aims to grow INDYCAR’s digital audience worldwide.
• Episodes released near real‑time across race weekends.

Summary

FOX Sports and INDYCAR have launched All In: INDYCAR, a digital‑exclusive series that follows drivers and teams throughout the 2026 NTT INDYCAR SERIES season. The debut episode spotlights four‑time champion Alex Palou at the Firestone Grand Prix of St. Petersburg, offering behind‑the‑scenes access. Episodes will stream on the INDYCAR on FOX YouTube channel and across FOX’s digital properties, including the FOX Sports app and Tubi. Production is handled by Shadow Lion, a studio co‑founded by Tom Brady, ensuring premium storytelling.

Pulse Analysis

The launch of All In: INDYCAR reflects a broader migration of premium sports content from linear television to digital‑first platforms. Broadcasters such as FOX Sports are capitalising on YouTube’s massive reach, the FOX Sports app, and streaming services like Tubi to meet younger viewers who prefer on‑demand, mobile‑friendly experiences. By delivering episodes in near‑real‑time, the series reduces the latency between race action and storytelling, a tactic that keeps momentum high and encourages repeat engagement. This approach mirrors successful models in the NFL and NBA, where short‑form documentaries have become key audience‑growth tools. The model also encourages cross‑promotion with sponsors, amplifying brand visibility across multiple touchpoints.

All In: INDYCAR gives fans unprecedented access to champion Alex Palou and the Chip Ganassi Racing crew during the Firestone Grand Prix of St. Petersburg, setting a new benchmark for behind‑the‑scenes coverage. The partnership leverages FOX’s multi‑platform distribution network and the creative muscle of Shadow Lion, a studio co‑founded by Tom Brady that specializes in athlete‑centric storytelling. With veteran broadcasters Will Buxton, James Hinchcliffe and Townsend Bell anchoring the narrative, the series blends technical analysis with human drama, positioning INDYCAR as both a sporting and entertainment property.

From a business perspective, the digital‑exclusive format opens new revenue streams through programmatic advertising, branded integrations, and data‑driven sponsorship packages. Real‑time publishing also provides INDYCAR with granular audience metrics that can inform ticket sales, merchandise strategies, and future content investments. If the series attracts the projected wider audience, it could set a template for other motorsport properties seeking to modernise their fan outreach while preserving the sport’s heritage.