The second season of the NASCAR docuseries 'Rising' is set to debut exclusively on Xumo Play, the free streaming platform jointly operated by Comcast and Charter through their Xumo joint venture. The announcement marks a continuation of the partnership that first introduced NASCAR’s FAST channel on Xumo Play, signaling a deepening of the sport’s digital footprint.
Each episode will roll out on a monthly basis beginning in August, giving viewers a front‑row seat to the next generation of stock‑car talent. This season’s lineup spotlights rising stars such as Carson Hocevar, Connor Zilisch and Brenden 'Butterbean' Queen, while also delving into the personal journeys and behind‑the‑scenes moments that define their ascent.
The series builds on the strong reception of its inaugural season, which amassed 11 million views across YouTube and Fox Sports networks, demonstrating robust audience appetite for original motorsport content. By consolidating distribution on a single free‑to‑use service, NASCAR aims to broaden its reach among younger, tech‑savvy fans.
A New Chapter for NASCAR's Digital Strategy
Alma Angeles‑Parvaz, NASCAR’s Vice President of Partnership Marketing, highlighted that the renewed collaboration with Xumo underscores the sport’s commitment to expanding its digital presence. "Deepening ties with Xumo helps expand NASCAR's digital footprint," she said, emphasizing the strategic importance of the partnership.
Xumo’s VP of Marketing, Fern Feistel, added that the Season 2 deal reflects the platform’s dedication to the sport and its fans. "The Season 2 deal underscores Xumo's commitment to the sport," Feistel noted, pointing to the production partnership between NASCAR Studios and Words + Pictures under the Full Speed Entertainment banner.
Produced by Full Speed Entertainment, the series blends high‑octane racing footage with intimate storytelling, offering both longtime enthusiasts and newcomers a fresh perspective on the sport’s evolving landscape. As the partnership between NASCAR and Xumo matures, industry observers expect further innovations in how motorsport content is delivered and monetized.