Fox Sports is 'All In'
on IndyCar Storytelling
At the Indianapolis 500, we went inside the Shadow Lion team bringing IndyCar back to mainstream media. From Felix Rosenqvist to Will Buxton, AJ Foyt to Barry Wanser, All In: IndyCar is making the case that these stories are too good to miss.
Yes, Shadow Lion, Tom Brady's production company, found itself with multiple camera operators, production assistants, and directors calling filming angles on a golf course inside of Indianapolis Motor Speedway – all in service of IndyCar drivers attempting to play a different sport.
All In: IndyCar launched on March 19, 2026, dropping its first episode just days after the season-opener in St. Petersburg. Each episode sits at a digestible bite of 15 to 20 minutes and is free on YouTube, with a blistering 1-2 week turnaround.
It follows a single driver – their story, their background, a relevant storyline to the weekend – and does something that IndyCar desperately needs right now: Makes the drivers accessible in the most literal sense of the word.
The series is a joint production between Fox Sports and Shadow Lion, the creative studio co-founded by Tom Brady, directed by Matthew Maxson, and Ryan Lohuis.
Fox Sports Series ‘All In: IndyCar’ From Tom Brady’s Shadow Lion Set For Sky In UK & Ireland
All In: IndyCar is exec produced by Fox Sports Eric Shanks and Brad Zager, alongside IndyCar’s Alex Damron and Mackenzie Williams, and Shadow Lion’s Gilad Haas, Jeff Fine and Philip Byron. Mattew Maxson (The Kingdom) and Ryan Lohuis (Game 7) are the directors.
Fox Sports, IndyCar launching digital series
Fox Sports and IndyCar are launching a digital series, “All In: IndyCar,” which will follow the drivers, teams and competition across the 2026 IndyCar season. The debut episode, “The Champ Is Here,” features Chip Ganassi Racing driver Alex Palou at the season-opening Firestone GP of St. Petersburg. The episodes will be filmed across multiple race weekends. Shadow Lion, founded by former NFLer Tom Brady, is one of the producers on the show. It is executive produced by Fox Sports CEO Eric Shanks, Fox Sports President Brad Zager, and Shadow Lion co-founders Gilad Haas, Jeff Fine and Philip Byron. Matthew Maxson and Ryan Lohuis direct the show (Fox Sports).