A groundbreaking partnership between Amazon’s Prime Video and Hendrick Motorsports is set to reshape the landscape of NASCAR broadcasting and sponsorship. The multi-year agreement, extending through the 2027 season, designates Prime Video as a primary sponsor for Chase Elliott and his No. 9 Chevrolet Camaro ZL1 team in three key races each year, while also maintaining a consistent associate sponsorship presence throughout the entire NASCAR Cup Series season. This collaboration marks a significant investment by Prime Video in the world of motorsports and underscores the growing convergence of streaming platforms and live sports.
The visually striking No. 9 Prime Video Chevrolet will make its on-track debut at Talladega Superspeedway on April 27, 2025, followed by appearances at Kansas Speedway on May 11, 2025, and the highly anticipated NASCAR All-Star Race at the historic North Wilkesboro Speedway on May 18, 2025. These high-profile races will provide ample opportunity for Prime Video to showcase its brand to a passionate and engaged NASCAR fanbase. The sponsorship extends beyond mere branding, however, with Prime Video also taking on a significant role in broadcasting the sport.
Prime Video’s involvement transcends traditional sponsorship, as the platform will become NASCAR’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 throughout the season. This move positions Prime Video as a key player in NASCAR’s media landscape, offering fans a new and accessible way to experience the thrill of live racing. Furthermore, Prime Video will stream select practice and qualifying sessions, further enriching the viewing experience for subscribers and expanding the reach of NASCAR content. This comprehensive approach to broadcasting and sponsorship sets a new precedent for partnerships within the sport.
The partnership represents a strategic alignment of interests for both parties. For Prime Video, the collaboration provides a powerful platform to reach a large and dedicated audience, reinforcing its commitment to live sports broadcasting. For Hendrick Motorsports, the alliance brings a significant new sponsor and the opportunity to connect with fans through a cutting-edge streaming platform. This synergy is reflected in the enthusiastic statements made by key figures involved in the partnership.
Key stakeholders expressed their excitement about the collaboration. Stacey Rosenson, Head of U.S. Sports Marketing for Prime Video, emphasized the significance of the partnership as an extension of Prime Video’s broader NASCAR involvement and highlighted the popularity and championship pedigree of Chase Elliott. Rick Hendrick, owner of Hendrick Motorsports, welcomed Prime Video’s commitment to the sport and lauded their innovative approach to broadcasting and content delivery. Chase Elliott himself expressed enthusiasm for Prime Video’s fresh perspective on NASCAR and his role in this groundbreaking endeavor.
This partnership marks a significant evolution in the relationship between sports, media, and technology. By integrating sponsorship, broadcasting, and streaming, Prime Video and Hendrick Motorsports are creating a new model for fan engagement and content delivery. The collaboration promises to expand the reach of NASCAR, enhance the viewing experience for fans, and further solidify Prime Video’s position as a leading player in the world of live sports streaming. The 2025 NASCAR Cup Series season is poised to be a pivotal year for the sport, with Prime Video playing a central role in shaping its future.
