Amazon Prime Video has officially entered the fast-paced world of NASCAR, announcing a multi-year sponsorship with Chase Elliott, the sport’s seven-time “Most Popular Driver.” This strategic partnership with Hendrick Motorsports marks a significant milestone as Amazon prepares to broadcast NASCAR races exclusively on its streaming platform in 2025.
Prime Video Debuts as a NASCAR Sponsor in 2025
Prime Video will take center stage as the primary sponsor for Chase Elliott’s No. 9 Chevrolet in three major Cup Series races each season through 2027. The first race under this partnership will be held at the legendary Talladega Superspeedway on April 27, 2025, followed by Kansas Speedway on May 11, and the All-Star Race at North Wilkesboro Speedway on May 18. These three races are strategically positioned ahead of Prime Video’s debut as an official broadcaster, which includes five exclusive race streams starting with the Coca-Cola 600 on May 25.
The sponsorship will also feature a revamped paint scheme for the No. 9 car, showcasing Prime Video’s iconic blue-and-white design with the tagline “Streaming May 2025” prominently displayed. This move highlights Amazon’s commitment to integrating its brand seamlessly into the NASCAR ecosystem.
“We’re thrilled to work with Hendrick Motorsports and Chase as we begin our NASCAR coverage in 2025,” said Stacey Rosenson, Head of U.S. Sports Marketing at Prime Video. “Chase is a wildly popular, championship-winning driver, and we can’t wait to see the No. 9 Prime Video team in action as we approach our streaming debut.”
Filling the Gap Left by Hooters: A New Era for Hendrick Motorsports
The Prime Video sponsorship replaces a long-standing agreement with Hooters, which ended abruptly in 2024 due to financial disputes. Hooters had partnered with Hendrick Motorsports since 2017 but failed to meet its contractual obligations last season. This shift allows Prime Video to bring a modern and innovative approach to sponsorship within NASCAR, aligning perfectly with Elliott’s star power and Hendrick Motorsports’ legacy of success.
Rick Hendrick, owner of Hendrick Motorsports, expressed his enthusiasm for the partnership, stating, “Welcoming Prime Video to our team is a proud moment. They’ve committed to our sport in a big way and are taking an innovative approach to delivering world-class broadcasts and content to our fans. Hendrick Motorsports is ready to support their efforts, and we look forward to building something special together over the next three years.”
Chase Elliott also shared his excitement, saying, “It’s great to see Prime Video come into NASCAR and now join us at Hendrick Motorsports and the No. 9 team. They’re leaders in entertainment and technology, and I think that’s a perfect fit on a lot of levels. Seeing a fresh perspective on our sport is cool, and I’m happy to be a part of the effort and have their support.”
A Game-Changer for NASCAR and Digital Broadcasting
The partnership between Prime Video and Hendrick Motorsports signifies a pivotal moment for NASCAR as it steps into the realm of digital-first broadcasting. By leveraging Amazon’s cutting-edge technology and fan-centric innovations, the sport aims to attract a younger, tech-savvy audience while providing existing fans with a more immersive experience.
Prime Video’s entry coincides with NASCAR’s new seven-year, $1.1 billion annual media rights agreement, which includes five domestic media partners. The streaming giant will air five exclusive races annually, alongside practice and qualifying sessions for most of the first half of the season. This makes Amazon the first company to exclusively stream NASCAR’s premier Cup Series races, a bold move that reflects the growing influence of digital platforms in live sports broadcasting.
Fans can expect features such as real-time telemetry, interactive content, and engagement tools that go beyond traditional broadcasts. This collaboration not only enhances the viewing experience but also positions NASCAR as a trailblazer in embracing the digital era of sports media.
What This Means for Chase Elliott Fans
For Chase Elliott enthusiasts, the partnership with Prime Video adds another layer of excitement to the 2025 season. As the most popular driver in NASCAR for seven consecutive years, Elliott’s influence is unmatched, and this deal further solidifies his status as both a fan favorite and a marketing powerhouse. The sleek new Prime Video paint scheme on the No. 9 Chevrolet will undoubtedly turn heads on the track, while Elliott’s performance in these strategically chosen races is expected to boost anticipation for Prime Video’s exclusive streaming slate.
By aligning with a driver of Elliott’s caliber, Prime Video gains access to one of the most loyal and passionate fan bases in motorsports. This partnership is more than a sponsorship; it’s a statement about the future of NASCAR and how digital platforms can redefine the fan experience.
The Broader Implications for NASCAR
The collaboration between Prime Video and NASCAR could set a precedent for future partnerships between the sport and tech companies. As streaming becomes a dominant force in sports broadcasting, NASCAR’s willingness to embrace this shift demonstrates its commitment to modernization and innovation.
This move also highlights the importance of diversifying revenue streams in the ever-competitive sports landscape. The partnership not only brings financial support but also enhances NASCAR’s global visibility, as Prime Video’s reach extends far beyond traditional U.S. television audiences. By tapping into Amazon’s ecosystem, NASCAR has the potential to attract new fans from untapped markets and demographics.
As the 2025 season approaches, all eyes will be on Chase Elliott and the No. 9 Chevrolet as they debut under the Prime Video banner. Whether it’s through Elliott’s on-track performances or the technological advancements Amazon brings to race coverage, this partnership is poised to leave a lasting impact on NASCAR and its fans.
