FOX presenter Jamie Little recently criticized IndyCar driver Graham Rahal for declining to participate in the 2025 pre-season promotional campaigns. The ads, which featured key drivers ahead of the 2025 season, were part of FOX’s efforts to boost viewership and interest in the American open-wheel racing series.
During fall 2024, FOX collaborated with IndyCar to produce three distinct promos, each highlighting a different driver—two-time Indy 500 winner Josef Newgarden, four-time IndyCar champion Alex Palou, and fan favorite Pato O’Ward. The commercials blended humor and personal storytelling to attract new and younger audiences. FOX aired these promos during the NFL playoffs and the Super Bowl, achieving viral success and considerable praise for their marketing approach.
Jamie Little Reveals Graham Rahal Declined Participation in the Promos
Following a 27% increase in viewership for the 2025 IndyCar season, FOX’s Jamie Little disclosed in a recent appearance on the Speed Street podcast hosted by Conor Daly that Graham Rahal was asked to appear in the promos but refused. Little commented on FOX’s plans moving into the 2026 season, reflecting on the impact of the previous year’s adverts and Rahal’s decision.
“I asked Shanks (Eric Shanks, FOX CEO), my boss, about continuing those commercials that we saw with Palou and Josef, it was amazing… (and) O’Ward. I mean it was so cool. I guess the integration into everything that FOX did, the Super Bowl… you know how much Super Bowl ads are, it’s ridiculous. We saw him in there, saw him in the Daytona 500.”
– Jamie Little, FOX presenter
“So I think that got a lot of people interested because they were short little movie trailers, as you guys know. And I know people are kicking themselves for saying no to being in them, like Graham Rahal (laughs).”
– Jamie Little, FOX presenter
Little’s remarks highlight Rahal’s unexpected refusal, especially given his earlier criticism of FOX for limiting its promotional focus to just three drivers. Rahal’s reaction during the season contrasted sharply with FOX’s strategy and the publicity campaign’s apparent success.
Graham Rahal Criticizes FOX for Focusing on Only Three Drivers in 2025 Campaign
In April 2025, roughly one month after the start of the IndyCar season, Graham Rahal openly challenged FOX’s promotional choices. Representing Rahal Letterman Lanigan Racing, he expressed disappointment that FOX’s prominent marketing targeted only Josef Newgarden, Alex Palou, and Pato O’Ward, out of the 27 drivers competing. Rahal emphasized that other important figures, including multiple IndyCar champions, should have been featured.
On the Speedfreaks podcast, Rahal stated his views plainly:
“Let’s be honest here. When you look at marketing, they’re only marketing three drivers. That’s factual. The only things you have seen to date is Pato, Josef, and Palou. There’s a lot of other great people; forget about me, because as we talked about off-air, I could care less about attention. I’ve got way better things and more important things to do in my life than worry about if somebody on Twitter likes me or not.”
– Graham Rahal, IndyCar driver
He also highlighted the absence of veterans like Will Power and Scott Dixon, noting their significant contributions to the sport:
“You’ve got guys like Will Power who have stood the test of time that continue to have exceptional races. You’ve got Scott Dixon. How do you ignore Scott Dixon? Greatest of all time. I understand that Alex Palou is beating Scott Dixon week in and week out nowadays, but that doesn’t take away from who he is or what he has done or what he continues to do.”
– Graham Rahal, IndyCar driver
Rahal’s remarks present a clear tension between FOX’s marketing approach and the perspectives of long-standing competitors, underscoring a debate over representation in IndyCar’s promotional efforts.
FOXSports Expands Its Role in IndyCar Ownership and Future Promotions
In August 2025, FOX made a significant investment by acquiring a one-third stake in IndyCar from Roger Penske, whose company, Penske Entertainment, previously owned the entirety of IndyCar and the Indianapolis Motor Speedway. This ownership change marks a major shift in the sport’s media landscape and points to an increased commitment by FOX to grow IndyCar’s audience.
With the 2026 IndyCar season scheduled to commence on March 1 at the Streets of St. Petersburg, FOX is expected to escalate its promotional activities, presumably featuring a broader range of drivers. This expansion aligns with their earlier success in marketing and their new ownership role, aiming to capitalize on increased fan engagement seen in 2025.
Implications for IndyCar’s Marketing and Driver Exposure
FOX’s 2025 promotional strategy, successful in boosting viewership by more than a quarter, relied heavily on key personalities like Newgarden, Palou, and O’Ward to appeal to diverse audiences. However, the choice to exclude notable veterans such as Rahal, Dixon, and Power, and Rahal’s own refusal to participate, has sparked debate within the IndyCar community regarding balanced representation.
Jamie Little’s public acknowledgment of Rahal’s opt-out underscores the ongoing tension between driver preferences and broadcaster marketing priorities. As FOX deepens its involvement in IndyCar ownership, their promotional decisions may evolve to address these concerns in 2026, potentially providing a wider platform for the sport’s most accomplished drivers.
Fans and stakeholders will be watching closely to see if FOX’s upcoming campaigns balance star power with inclusivity, ensuring all prominent competitors receive visibility while maintaining momentum in engaging new audiences for IndyCar.
