In October 2024, an event that will be etched in the history of Korean motorsports took place at the Everland Speedway in Yongin, Gyeonggi Province. Akio Toyoda, chairman of the Toyota Motor Group from Japan, and Chung Eui-sun, chairman of Hyundai Motor Group, took to the stage, raising their hands high while calling for the 'Alliance for the Activation of Motorsports.'
The official name of the event was the 'Hyundai N x Toyota Gazoo Racing Festival.' Hyundai N is the motorsport brand of Hyundai Motor Group, and Gazoo Racing is the motorsport brand of the Toyota Motor Group. The motorsport community in Korea greatly welcomed the sight of the automobile groups representing both Korea and Japan coming together for motorsports. It seemed certain that it would be a welcome rain for the barren soil of motorsports in South Korea.
Since the Everland Festival last October, the activities of 'Hyundai N' have gained even more momentum. On June 14-15, in France, Genesis entered the world’s most prestigious endurance race, the '24 Hours of Le Mans,' with its racing team, 'Genesis Magma Racing.' Although it did not finish the race, Genesis's first challenge at the '24 Hours of Le Mans' was a model of 'fulfilling promises.' Moreover, the 'New Hyundai Avante N TCR' has achieved significant results by winning consecutive rounds in the global top-tier touring car competition, the '2025 TCR World Tour.'
However, for motorsports to be broadly activated, the role of media is significant. Prominent motorsports events need to be vividly conveyed to fans to create a complete experience. There is an OTT platform that has taken on this role: Coupang Play.
Coupang Play, which is genuinely passionate about motorsports, has once again captured the hearts of racing fans.
After building a loyal fanbase with full live coverage of all F1 races, in the 2025 season, it will exclusively broadcast all races of the NASCAR Cup Series, the representative stock car racing event in the U.S., continuing to exceed fan expectations.
Coupang Play, the only OTT platform in Korea that encompasses both F1 and NASCAR, is evolving into a 'motorsports platform' that not only provides sports broadcasts but also grows fandom culture and the industry ecosystem.
▲'You don't need commentary, just turn it on' - Response to fans' pleas for NASCAR broadcasting
NASCAR is the second most-watched sports league in the U.S. and a globally popular content broadcasted in over 150 countries. While it may still be an unfamiliar name in Korea, requests from motorsports enthusiasts to 'show us some NASCAR' have been continually made. Coupang Play has not ignored these voices from fans.
Having already gained the trust of domestic fans through F1 broadcasts, Coupang Play is not just adding more sports but has prioritized 'consolidation with fans' as the core of its content strategy. As a result, it was able to make the surprising decision to exclusively broadcast all NASCAR races.
▲The evolution of live broadcasts that convey the heat of the track and the breath of fans… 'Beyond the screen'
Coupang Play's broadcasts go beyond just 'showing.' For true fans, all schedules, including practice sessions, qualifying, and the main race, are broadcast live, and the reports from the commentators that maximize the on-site experience enhance viewer immersion.
The expertise and friendly commentary of analyst Yoon Jae-soo satisfy both beginners and enthusiasts, helping to lower the barriers to content. Additionally, features such as ad-free high-definition full packages, picture-in-picture (PIP), time machine, and real-time chat improve the viewing experience for genuine fans.
Notably, Coupang Play has deployed commentators to actual venues to deliver vivid reports. Beginning with the 2023 Singapore Grand Prix, live broadcasts will take place on-site at major Grands Prix this year, including those in the UK, Japan, Spain, and Abu Dhabi. In particular, at the upcoming British Grand Prix, for the first time among domestic broadcasters, it will cover all sections from practice to the main race on-site and plans to showcase 'track walking' content.
▲'A platform that grows the industry and fandom together'… What is Coupang Play's next move?
Recently, news has emerged that a large-scale motorsports cluster is being developed in Incheon, Yeongjong Island, increasing domestic fans' expectations. With dedicated circuits and infrastructure being established, it will now be possible to experience actual 'on-site experiences' beyond the OTT screen. Coupang Play is expanding the role of motorsports content beyond mere broadcasting to become a catalyst for fandom expansion and market growth.
If there is an OTT that understands fans' hearts better than anyone, it would be welcomed more than anything. The atmosphere of motorsports has heated up with the alliance of Hyundai Motor and Toyota Motor. The role of OTT in vividly conveying the heat of the scene to motorsports fans is more crucial now than ever.
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