NASCAR’s Chase Elliott and Hendrick Motorsports are shifting gears in 2025 with a groundbreaking partnership with Amazon Prime Video. After a mid-season split with Hooters last year, the #9 team has secured one of the biggest names in global media as its new sponsor. This three-year deal marks a major milestone, aligning NASCAR with a tech titan ready to dominate the motorsports media landscape.
Amazon Prime Video Takes the Wheel
Amazon Prime Video, now NASCAR’s new media partner, will sponsor Chase Elliott’s No. 9 Chevrolet for three Cup Series events in 2025. The deal also names Prime Video as an associate sponsor for the entire Hendrick Motorsports lineup across the season. This strategic move by Amazon aims to generate buzz for its first-ever slate of NASCAR races streaming on the platform.
Sports Business Journal’s Adam Stern broke the news on X, highlighting Amazon’s status as the fifth-largest company by market cap. Stern shared, “.@Amazon’s @PrimeVideo has decided to sponsor a NASCAR team to help spread the word about its first-ever slate of races that it will stream on its platform, signing on with @TeamHendrick and @ChaseElliott.”
The sponsorship announcement also came with a sneak peek at the Prime Video-branded paint schemes, designed to catch eyes both on and off the track.
Prime Video’s NASCAR Debut: Key Dates
Prime Video’s sponsorship kicks off at the iconic Talladega Superspeedway on April 27. It will return for two back-to-back races in mid-May, including the Kansas Speedway race and the highly anticipated All-Star Race at North Wilkesboro Speedway.
The partnership’s centerpiece comes during Memorial Day weekend when Prime Video begins a five-race stretch, starting with the Coca-Cola 600. These races will not only showcase Prime Video’s commitment to NASCAR but also serve as a key promotional platform for Amazon’s NASCAR streaming debut.
A Perfect Match: NASCAR Meets Tech Giant
This partnership is more than a sponsorship—it’s a calculated move to modernize NASCAR’s image and attract new fans. By teaming up with Hendrick Motorsports and Chase Elliott, Amazon gains a foothold in one of America’s most loyal sports audiences. Meanwhile, Elliott, one of NASCAR’s biggest stars, gets a high-profile sponsor to fuel his 2025 campaign.
For Hendrick Motorsports, the collaboration underscores their continued dominance in securing top-tier sponsors. Aligning with a global powerhouse like Amazon strengthens the team’s brand and positions them as a leader in the sport’s evolving media landscape.
The Future of NASCAR Media
Amazon Prime Video’s venture into NASCAR is part of a larger strategy to revolutionize sports streaming. With Prime Video already making waves in the NFL, its NASCAR deal signals a broader push to integrate live motorsports into its platform. This move could attract a younger, tech-savvy audience to the sport, reshaping NASCAR’s fan base for the digital age.