Rick Hendrick and Chase Elliott are making waves in NASCAR with a groundbreaking partnership that aligns with the sport’s future. Hendrick Motorsports (HMS), known for its cutting-edge innovations and championship pedigree, has just secured one of the biggest sponsorship deals in recent history. Amazon Prime Video, the fifth-largest company in the world by market cap, is now set to power Chase Elliott’s No. 9 Chevy in a landmark three-year deal. This is a game-changing move that signifies a major leap for NASCAR’s visibility in the digital streaming era.
Prime Video’s entry into NASCAR is part of a larger strategy to push the sport into the streaming forefront. As NASCAR’s newest media partner, Prime Video will be the primary sponsor for three key Cup Series events, including the highly anticipated Coca-Cola 600. The streaming giant’s presence will be felt not only on the track but also in the digital world, as it becomes a key player in broadcasting NASCAR’s premier races starting in May 2025. This marks the first time the tech powerhouse will sponsor a NASCAR team, adding an exciting new dimension to the sport.
The partnership between Hendrick Motorsports and Prime Video extends beyond simple sponsorship. As part of the agreement, Prime Video will also serve as an associate sponsor for multiple other NASCAR events throughout the 2025 season. The deal is not just about brand placement; it’s about leveraging the growing trend of streaming to capture the next generation of NASCAR fans.
The first major event for this partnership will take place at Talladega on April 27, with subsequent appearances at Kansas and the All-Star Race at North Wilkesboro Speedway. For these races, the No. 9 Chevy will feature Prime Video’s signature blue and white paint scheme, with a special “NASCAR on Prime” logo and the message, “Streaming May 2025” prominently displayed.
Prime Video’s involvement doesn’t stop at sponsorship. The company will also have exclusive rights to stream several major events, including the Coca-Cola 600 and international races like the Mexico City Grand Prix. Additionally, it will broadcast practice and qualifying sessions for select races, allowing fans to engage with the sport on an entirely new platform. While FOX will continue to handle iconic events like the Daytona 500 and the All-Star Race, Prime Video’s influence will undeniably reshape how NASCAR is consumed by viewers.
This collaboration is a significant win for Hendrick Motorsports, which has long been a powerhouse in NASCAR. With Elliott, the 2020 Cup Series champion and one of the sport’s most popular drivers, at the wheel, the deal positions both Prime Video and HMS for sustained success. As Elliott himself said, it’s exciting to see a fresh perspective in the sport, and the partnership feels like a natural fit between entertainment, technology, and motorsports.
Rick Hendrick also expressed his enthusiasm about the deal, emphasizing Prime Video’s innovative approach to broadcasting. “They’ve committed to our sport in a big way,” Hendrick said, “and we’re looking forward to building something special together.” This partnership marks just the beginning. While the current deal runs until 2027, there’s potential for expansion, possibly bringing Prime Video into other teams and drivers’ sponsorships across the NASCAR landscape. This dynamic alliance is not just about branding but about reshaping the future of NASCAR in the digital age.
