Amazon’s Prime Video has announced a sponsorship agreement with Hendrick Motorsports, aligning with driver Chase Elliott and the No. 9 Chevrolet team. This partnership is set to run through 2027, with Prime Video serving as the primary sponsor for three races each season and as an associate sponsor for the remaining events.
The sponsorship is strategically timed to promote Prime Video’s upcoming exclusive streaming of NASCAR Cup Series races. In 2025, Prime Video will debut as the primary sponsor at Talladega Superspeedway on April 27, followed by Kansas Speedway on May 11, and the NASCAR All-Star Race at North Wilkesboro Speedway on May 18. These events lead directly into Prime Video’s five-race broadcast slate, beginning with the Coca-Cola 600 on May 25.
Stacey Rosenson, Head of U.S. Sports Marketing at Prime Video, expressed enthusiasm about the collaboration: “We’re thrilled to work with Hendrick Motorsports and Chase as we begin our NASCAR coverage in 2025. It represents an exciting extension of our new NASCAR relationship.”
Rick Hendrick, owner of Hendrick Motorsports, also commented on the partnership: “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.”
Chase Elliott, the 2020 NASCAR Cup Series champion and seven-time Most Popular Driver, shared his thoughts: “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.”
This collaboration marks Prime Video as NASCAR’s first fully direct-to-consumer media partner, reflecting a significant shift in the sport’s broadcasting landscape. Fans in the United States will have the opportunity to watch NASCAR live across various devices through the Prime Video platform.
As the fifth-largest company globally by market capitalization, Amazon’s entry into NASCAR sponsorship underscores the sport’s growing appeal and the increasing convergence between technology and motorsports.
