Amazon Prime Video has entered into a multi-year sponsorship agreement with NASCAR star Chase Elliott and Hendrick Motorsports, marking a significant expansion of Amazon’s involvement in motorsports. Under this deal, Prime Video will serve as the primary sponsor for Elliott’s No. 9 Chevrolet in three NASCAR Cup Series races annually from 2025 through 2027.
The sponsorship will debut at Talladega Superspeedway on April 27, followed by appearances at Kansas Speedway on May 11 and the NASCAR All-Star Race at North Wilkesboro Speedway on May 18. These events are strategically scheduled to precede Prime Video’s inaugural NASCAR broadcast, which begins with the Coca-Cola 600 on May 25.
The No. 9 Chevrolet will feature a distinctive blue and white livery emblazoned with the “NASCAR on Prime” logo and the tagline “Streaming May 2025.” This branding initiative aims to promote Amazon’s new role as NASCAR’s first fully direct-to-consumer media partner. In addition to streaming five Cup Series races in 2025, Prime Video will provide exclusive coverage of practice and qualifying sessions for most of the first half of the season, excluding select events like the Daytona 500 and the All-Star Race.
Chase Elliott, a 19-time Cup Series winner and the 2020 series champion, expressed enthusiasm about the partnership, stating, “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.”
Rick Hendrick, owner of Hendrick Motorsports, also welcomed the collaboration, noting, “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.”
This partnership signifies a notable convergence of sports and streaming media, reflecting broader trends in how audiences engage with live events. As Amazon Prime Video ventures into NASCAR broadcasting, fans can anticipate enhanced access and innovative coverage of the sport.
For a visual preview of the new Amazon Prime Video paint scheme on Chase Elliott’s No. 9 Chevrolet, you can view the gallery here:
