Amazon’s Prime Video has announced a landmark sponsorship deal with Hendrick Motorsports, joining as a major partner for driver Chase Elliott and his No. 9 NASCAR Cup Series team through the 2027 season. This collaboration signifies Prime Video’s first foray into NASCAR sponsorship, marking a pivotal moment for the streaming platform and the sport.
Sponsorship Details and Race Debut
The partnership includes three primary race sponsorships each year, alongside full-season associate sponsorship of Elliott’s team. In 2025, the No. 9 Prime Video Chevrolet will make its debut 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. The car’s new livery, showcasing Prime Video’s branding, was revealed today on social media.
Prime Video’s sponsorship aligns with its broader NASCAR engagement, as the streaming service becomes the sport’s first fully direct-to-consumer media partner. Prime Video’s NASCAR coverage will begin with five exclusive Cup Series races, kicking off with the Coca-Cola 600 on May 25, 2025.
Prime Video’s Role in NASCAR Broadcasting
In addition to its race sponsorships, Prime Video will exclusively stream five races to conclude the first half of the 2025 Cup Series season. The platform will also provide exclusive coverage of practice and qualifying sessions for much of the season’s first half, with the exception of marquee events like the Busch Light Clash, Duel at Daytona, DAYTONA 500, and the NASCAR All-Star Race.
Fans across the United States will be able to access live NASCAR coverage on Prime Video from the comfort of their homes or on the go via hundreds of compatible devices, including smartphones, tablets, smart TVs, and gaming consoles.
Statements from Prime Video and Hendrick Motorsports
“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. “It represents an exciting extension of our new NASCAR relationship. 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.”
Rick Hendrick, owner of Hendrick Motorsports, expressed his enthusiasm for 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. Hendrick Motorsports is ready to support their efforts, and we look forward to building something special together over the next three years.”
Chase Elliott’s Perspective
Chase Elliott, a 19-time Cup Series race winner and 2020 NASCAR champion, is equally excited about the collaboration. “It’s great to see Prime Video come into NASCAR and now join us at Hendrick Motorsports and the No. 9 team,” Elliott said. “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 New Era for NASCAR
This partnership marks a significant milestone for both Prime Video and NASCAR, as it merges cutting-edge technology and entertainment with one of America’s most beloved motorsports. With Chase Elliott and Hendrick Motorsports at the forefront, fans can look forward to an exciting era of innovation and accessibility in NASCAR.
