DIRECTV has announced an exciting addition to its commercial programming, giving businesses access to the remainder of the 2024 NASCAR season and every MLS Season Pass Sunday Night Soccer match. This expansion delivers a significant boost to its portfolio of sports content, equipping bars, restaurants, and other public venues with the kind of live-event programming that consistently draws in patrons and keeps them engaged.
With the demand for premium sports experiences at an all-time high, especially in commercial environments, this move positions DIRECTV as a stronger entertainment partner in the B2B segment. By integrating two of the fastest-growing sports viewership markets—American motorsports and U.S. soccer—DIRECTV raises the bar on value, variety, and fan engagement for its business clients. What does this mean for your establishment’s customer experience and bottom line? Keep reading to find out.
DIRECTV has built a reputation over more than 30 years as the go-to provider for commercial sports broadcasting in the United States. With exclusive access to major leagues and events, DIRECTV has powered the viewing experience inside sports bars, gyms, restaurants, casinos, and hotels. Businesses count on consistent quality, a wide selection of live sports, and professional-grade reliability—all hallmarks of DIRECTV’s commercial services.
The integration of the remainder of the NASCAR Cup Series and MLS Season Pass into the commercial offering reinforces DIRECTV’s positioning as a platform that drives customer engagement and foot traffic. These additions expand the lineup and give business customers more opportunities to attract diverse crowds—from motorsports enthusiasts to soccer loyalists.
High-value content like NASCAR racing and MLS Sunday Night Soccer introduces appointment viewing. Customers plan their visits around game times, which can translate into predictable and repeat business. The value isn’t just in the sports—it’s in what the sports bring through the door.
DIRECTV delivers access through its cohesive bundles that combine traditional satellite service with streaming enhancements via its Advanced Entertainment Platform. Businesses using this hybrid can show live sports across multiple screens simultaneously while offering wireless solutions for overflow areas and flex viewing spaces. This kind of flexibility is critical in creating an immersive fan experience.
In today's competitive landscape, businesses without a tailored sports TV setup risk losing traffic to competitors. DIRECTV’s commercial strategy mitigates that risk by offering curated sports programming with scalable technology. Whether it’s a single-location pub or a multi-site chain, the configuration adapts to the business model.
How are your TVs working for your business—are they pulling traffic or just occupying wall space?
DIRECTV Business has secured full broadcast rights for the remainder of the 2024 NASCAR Cup Series season. Commercial establishments—bars, restaurants, gyms, hotels—can now air every remaining race without switching platforms or losing quality. This move extends DIRECTV’s long-standing relationship with motorsports and fills a scheduling gap that would have left many venues unable to show sanctioned races post-May.
Coverage picks up immediately with Race #14 on May 19 at North Wilkesboro Speedway and runs through the NASCAR Cup Series Championship at Phoenix Raceway on November 10. Access comes through existing DIRECTV for Business subscriptions, and no additional apps or login credentials are required. Integration is seamless across DIRECTV’s linear TV channels.
In tandem with its NASCAR initiative, DIRECTV also adds the MLS Season Pass to its commercial lineup. This gives businesses access to every Major League Soccer match, including the complete slate of Sunday Night Soccer broadcasts—a series that has steadily grown in prime-time viewership.
Apple holds exclusive global distribution for the MLS Season Pass via Apple TV. DIRECTV has partnered with the league to deliver the linear feed directly to commercial subscribers through a streamlined licensing deal. That includes English and Spanish commentary, live whip-around shows, pre- and post-game content, and zero blackout restrictions.
DIRECTV’s dual acquisition timing isn’t coincidental—it aligns with business-critical hours. Both NASCAR’s green flag start times and MLS’s Sunday prime-time matchups fall into key consumer engagement windows: Friday night, Saturday afternoons and evenings, and Sunday evenings. These are the highest foot-traffic periods for bars and casual dining chains, where live sports amplify dwell time and food and beverage sales.
For businesses already on the DIRECTV for Business platform, the NASCAR and MLS coverage falls under newly accessible sports programming tiers. These may require an updated licensing agreement depending on location and subscriber package.
No app downloads or streaming interfaces are needed—content is fully accessible through traditional channel navigation. For venues offering multi-screen setups, both NASCAR and MLS content can be displayed simultaneously for maximum audience engagement.
DIRECTV Business customers now have direct access to the full remainder of the 2024 NASCAR season, including the playoffs, through a rich suite of broadcast and streaming options. Races air across FOX, FS1, NBC, and USA Network—every turn, every pit stop, every checkered flag covered in high-definition clarity. These channels are packaged seamlessly into DIRECTV’s commercial programming tiers, optimized for venues like sports bars, restaurants, and hotel entertainment systems.
NASCAR coverage isn’t limited to traditional TV screens. With DIRECTV’s business-focused offerings, venues can also stream races through compatible apps on select devices. DIRECTV for BUSINESS offers streaming support via the Business Viewing app, accessible through platforms like iOS, Android, Amazon Fire TV, and certain smart TV brands. This flexibility allows businesses to gear coverage across multiple zones—an advantage on race day when viewer volume spikes across formats.
Bars and sports lounges continue to see strong foot traffic during major NASCAR weekends. According to Nielsen’s Local Watch Report (Q4 2023), motorsports fans are nearly 25% more likely to frequent public viewing venues for races compared to fans of other major leagues. The Daytona 500, for instance, saw shared viewing spikes of up to 38% in designated sports hospitality venues. These numbers reinforce the demand for motorsports content in group settings—and underscore why DIRECTV’s expanded coverage meets a real business need.
The sensory power of NASCAR—the roar of engines, high-speed aerials, real-time telemetry—translates exceptionally well to large screen environments. Offering consistent access to the season doesn’t just satisfy fans; it invites them back every week. As streaming and hybrid viewing become standard, DIRECTV's NASCAR package adapts across platforms, letting businesses meet viewers exactly where they are—seatback, barstool, or booth.
Soccer viewership is climbing fast in the American market—and Major League Soccer is driving the surge. According to Nielsen, MLS viewership across national broadcasters rose 16% from 2022 to 2023. The growth isn’t limited to fans at home. Bars, restaurants, and commercial venues are activating screens for a soccer-savvy audience that’s now younger, more diverse, and digitally attuned. With Lionel Messi’s debut season at Inter Miami pulling record numbers, fan demand for uninterrupted, high-quality coverage is non-negotiable.
DIRECTV for BUSINESS now offers the complete MLS Season Pass—providing commercial customers access to every regular-season match, the playoffs, and Leagues Cup games with no local blackouts. Whether customers walk in looking for Austin FC’s buildup play or LAFC’s relentless pressing, every game is available live across every market.
One of the most compelling draws in the MLS Season Pass is Sunday Night Soccer. These nationally spotlighted fixtures highlight top-tier matchups with in-depth pre-game breakdowns and post-game analysis from seasoned commentators. It’s not just broadcasting—it’s a televised soccer experience tailored for communal viewing environments. Fans expect drama, tactical insights, and production value that rivals international competitions.
Games typically begin between 7:30 PM and 8:00 PM ET. This consistent timing frames Sunday evening as a destination slot for soccer followers. DIRECTV ensures that these matches appear on both linear satellite platforms and streaming-compatible receivers, covering an expansive range of commercial viewing setups.
Every match, every commentary segment, every Sunday showdown—DIRECTV delivers it all, curated for businesses aiming to turn game days into loyalty-building events. Ready to make Sunday night synonymous with soccer? This season, commercial venues don’t have to miss a single goal, tackle, or victory chant.
DIRECTV doesn’t just broadcast sports—it builds a complete ecosystem around it, tailored for commercial settings. For businesses aiming to turn every game into an opportunity, DIRECTV brings more than just access to top-tier content like the remainder of the 2024 NASCAR season and MLS Season Pass Sunday Night Soccer.
Installation specialists streamline the process from day one. Once the system is up and running, businesses tap into 24/7 customer support that understands the high stakes of live game day programming. Missed innings or a delayed feed? That’s not an option—the support team handles issues in real time, minimizing downtime.
To help bars, restaurants, and venues promote their sports offerings effectively, DIRECTV provides marketing kits that include:
These kits do more than decorate—they create visibility, build anticipation, and help businesses capitalize on the buzz around every race and soccer showdown.
No two sports bars are the same, and DIRECTV makes sure the channel selection reflects that. With customizable packages, business owners can build a lineup that caters to their regional audience—whether that means highlighting a Southeast-focused NASCAR crowd or soccer fans tuned into the Western Conference race.
This flexibility extends to niche sports as well. From college athletics to international leagues, DIRECTV’s lineup can be adjusted to meet even the most specific viewing preferences.
NASCAR and MLS content is now integrated across multiple business subscription packages. Premier tiers offer comprehensive access to every available race and Sunday Night Soccer matchup. For venues with multiple screens and varied customer interests, advanced tiers allow simultaneous streaming without compromising picture quality or signal integrity.
These packages aren’t static. As the season evolves and new viewership trends emerge, DIRECTV’s business platform scales to match, providing the agility needed in dynamic commercial environments.
Viewers no longer limit their sports consumption to traditional cable. Over-the-top (OTT) platforms now play a significant role in how fans follow their favorite teams—especially in commercial spaces. DIRECTV’s integration of streaming content, including the remainder of the NASCAR season and MLS Season Pass Sunday Night Soccer, reflects a decisive shift toward hybrid viewing solutions built for modern demands.
By expanding services into OTT sports content, DIRECTV stays aligned with the momentum of the current media landscape. According to PwC's Sports Outlook, streaming accounted for over 40% of sports viewership in the U.S. in 2023 and is projected to eclipse traditional TV by 2025 in cumulative watch hours. This pivot directly responds to shifting consumer expectations, putting flexibility and real-time access at the forefront.
Businesses stand to gain from DIRECTV’s hybrid delivery model. Traditional satellite feeds merge seamlessly with streaming services, allowing bar, restaurant, and hospitality managers to deliver reliable, high-definition sports content across multiple screens—without gaps, lags, or fragmented workflows. Everything stays within one cohesive system. No juggling between apps. No need for redundant hardware.
For staff, hybrid delivery brings control. For patrons, it removes friction. There’s no reason to argue with the remote or chase logins across devices. DIRECTV’s business platform consolidates TV and OTT access into a single channel lineup, fully integrated with broadcast standards. Content appears instantly. Fans never miss kick-off or the checkered flag.
Think about the last time a customer asked, “Can you find the game on Prime or Apple TV?” DIRECTV answers that question with one interface. One box. One subscription. Every angle covered.
With DIRECTV offering the MLS Season Pass Sunday Night Soccer, businesses gain a predictable and exciting weekly event to draw in fans. Hosting Sunday night watch parties transforms a traditionally quiet evening into a revenue opportunity. Venues can pair exclusive drink specials and match-themed menus with live broadcasts to hold patron interest throughout the game.
The remainder of the NASCAR season, now available through DIRECTV’s business packages, opens the track for businesses to capture motorsport enthusiasts. Themed race days do more than fill bar stools—they create an immersive environment that keeps fans engaged from green flag to checkered.
Live sports are tailor-made for social interaction. DIRECTV’s expanded access to NASCAR and MLS content allows businesses to extend the reach of in-venue events through real-time online engagement.
Every game and race becomes a stage for brand imprint. From group dynamics built around Sunday night soccer to the spectacle of high-stakes NASCAR racing, integrating sports into the commercial experience leverages DIRECTV’s offerings to cultivate loyal communities and drive measurable bottom-line growth.
Live sports occupy a unique space in consumer behavior—it captures attention, holds it longer, and drives repeated in-person traffic. For commercial establishments, this translates directly into higher dwell time and increased sales. The availability of full-season NASCAR coverage and the MLS Season Pass, including Sunday Night Soccer, through DIRECTV Business transforms what TVs in bars, restaurants, and other venues can deliver.
Research consistently shows that live televised sports significantly impact customer foot traffic and retention. A 2023 Nielsen Scarborough study found that 87% of U.S. sports fans watch live sporting events on TV, and over 50% said they prefer to do so in a social setting such as a sports bar or restaurant.
In commercial settings, having live sports available doesn't just add ambiance—it drives performance. According to a 2020 study by Technomic, restaurants and bars that broadcast live sports saw a 9% lift in per-person spending during game broadcasts compared to regular service hours. That figure climbed to 13% when premium sports content like playoff games or championship events was featured.
MLS viewership is on a sharp trajectory upward. Apple’s partnership with MLS and the launch of the Season Pass contributed to a 39% jump in regular-season viewership in 2023 compared to 2022, according to Apple’s internal metrics. Sunday Night Soccer, in particular, has captured a consistent primetime slot, attracting a broader demographic, including younger adult fans aged 18–34—a group that over-indexes in on-premise consumption and social spending habits.
NASCAR continues to hold strong appeal. In 2023, the Daytona 500 drew over 8 million viewers on FOX, the highest rating since 2020. While the sport skews slightly older demographically, its loyal fanbase demonstrates high brand engagement, making it particularly valuable for bars and restaurants. Venues that tap into this audience—especially during the playoffs and final races—see spikes in visit frequency and length of stay.
NASCAR and MLS coverage through DIRECTV Business isn't just about having the content—it’s about capitalizing on it. Businesses armed with live, exclusive sports programming are tapping into a proven driver of in-person traffic and spend. In a landscape where streaming dominates at-home media, investing in live sports creates a differentiated, communal experience that keeps customers coming back.
DIRECTV’s integration of the full NASCAR season and MLS Season Pass Sunday Night Soccer into its commercial packages transforms any venue into a destination for fans of speed and strategy. With coverage tailored for business environments, your screens can now fuel longer stays, increased spending, and regular repeat traffic.
The path to activation is direct. Visit the DIRECTV Business subscription page to start your service or upgrade your current plan. Choose the Sports Pack that includes both NASCAR and MLS offerings, and your venue can start broadcasting within days.
The timing favors agility. Join now and capitalize on the peak phases of both the NASCAR schedule and the most competitive stretch of the MLS calendar. Drive traffic with race weekends. Fill Sunday nights with soccer energy. Competition is climbing – both on the screen and in the hospitality market. Act with precision.
Take a closer look. Watch highlights from last weekend’s broadcast below, and explore dynamic in-venue marketing ideas in our post on fan engagement strategies.
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