Amazon Prime Video is entering the fast-paced world of NASCAR through a multifaceted partnership with Hendrick Motorsports, marking a significant investment in the sport and a new era of broadcasting. This landmark deal centers around driver Chase Elliott and his No. 9 Chevrolet Camaro ZL1, spanning from the 2025 season through 2027. Prime Video will not only serve as a primary sponsor for Elliott in three key races each year but will also maintain a continuous associate sponsorship presence throughout the entire season, ensuring consistent brand visibility. This strategic alliance signifies Prime Video’s commitment to NASCAR and its ambition to connect with a passionate fan base.
The partnership’s on-track debut is scheduled for the Talladega Superspeedway race on April 27, 2025, where the No. 9 Prime Video Chevrolet will first take to the track. Following Talladega, the distinctive Prime Video livery will be featured prominently at the Kansas Speedway race on May 11, 2025, and during the highly anticipated NASCAR All-Star Race at the historic North Wilkesboro Speedway on May 18, 2025. These high-profile races provide Prime Video with a platform to showcase its brand to a broad audience and integrate its streaming service into the NASCAR experience.
Beyond traditional sponsorship, Prime Video is revolutionizing NASCAR’s broadcast landscape by becoming the sport’s first comprehensive direct-to-consumer media partner. Beginning with the iconic Coca-Cola 600 on May 25, 2025, Prime Video will exclusively stream five Cup Series races each season, offering fans an alternative viewing option. This groundbreaking move reflects the evolving media consumption habits of sports fans and positions Prime Video at the forefront of NASCAR’s digital future. Furthermore, Prime Video will stream select practice and qualifying sessions, enhancing the viewing experience for subscribers and providing comprehensive coverage of the sport.
This partnership has garnered enthusiastic responses from key figures involved. Stacey Rosenson, Head of U.S. Sports Marketing for Prime Video, expressed excitement about collaborating with Hendrick Motorsports and Chase Elliott, highlighting the synergy between the championship-winning driver and Prime Video’s new NASCAR coverage. Rick Hendrick, owner of Hendrick Motorsports, welcomed Prime Video to the team, commending their innovative approach to broadcasting and content delivery. Chase Elliott himself expressed enthusiasm for the partnership, recognizing Prime Video’s leadership in entertainment and technology and the fresh perspective they bring to the sport.
The collaboration between Prime Video and Hendrick Motorsports represents a significant development for NASCAR. It combines the power of a globally recognized streaming platform with the legacy of one of NASCAR’s most successful teams. The partnership not only promises to elevate the visibility of both brands but also to enhance the fan experience through innovative broadcasting and engaging content. This strategic alliance marks a new chapter in NASCAR’s media landscape, demonstrating the sport’s adaptability and willingness to embrace evolving media consumption trends.
This partnership between Amazon Prime Video and Hendrick Motorsports is more than just a sponsorship deal; it’s a strategic alliance poised to reshape the future of NASCAR broadcasting and fan engagement. By securing exclusive streaming rights for key races and incorporating practice and qualifying sessions into its coverage, Prime Video is offering fans unprecedented access to the sport. Coupled with the high-profile sponsorship of Chase Elliott, this collaboration promises to attract new audiences to NASCAR while simultaneously enhancing the viewing experience for existing fans. The partnership reflects the growing convergence of sports and streaming entertainment, with both entities positioned to benefit from this innovative and forward-thinking approach.
