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Endeavor Streaming, NHRA OTT partnership

February 16, 2023

By Colin Mann

Premium video distribution and monetisation specialist Endeavor Streaming and the National Hot Rod Association (NHRA), the primary sanctioning body for the sport of drag racing in the United States, have agreed a multi-year partnership, leading with the upgrade of NHRA’s OTT platform The new service is available for sign-ups.

In addition to enhancing, the company has enlisted Endeavor Streaming’s direct-to-consumer growth services division. Through close collaboration, Endeavor Streaming will help scale the NHRA business and grow their fan base and digital service revenues. The long-term partnership combines NHRA’s expertise in drag racing with Endeavor Streaming’s expertise across OTT focused marketing, analytics, and predictive modelling.

“We are excited to have Endeavor Streaming’s support in launching our new and improved,” declared Glen Cromwell, NHRA President. “Further to the new service launch, we are excited for the content and fan engagement initiatives. The future for streaming our events is only going to get better for our audiences and our partners and we look forward to what’s ahead.”

“The NHRA have been incredible partners in developing a streaming platform that delivers for their fans,” added Pete Bellamy, Chief Commercial Officer. “We are pleased to offer Endeavor Streaming’s end-to-end technology in supporting their engagement efforts. Beyond this, we are looking forward to integrating our D2C growth marketing specialists into the team to help achieve their goals.”

Details and features of the upgraded service include:

  • A multi-CDN delivery platform that encompasses localised delivery based on viewer location, providing viewers with a more responsive video, including near real-time scrubbing during live or recorded events
  • The ability for end users to bookmark content and resume watching on a different supported device
  • A user experience across supported devices enabling viewers to see the same content no matter where they are watching
  • Sign-in options that allow for hassle-free sign-in to AppleTV/Android TV and Roku devices.

An annual season subscription is $149 (€140) for unlimited access to all 21 races between March and November.

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