Amazon Prime has signed a deal to sponsor Chase Elliott’s car for three races annually from 2025-27.
The agreement with the Hendrick Motorsports is in an effort to raise awareness of Prime Video’s Cup Series rights deal that begins this season. Financial terms were not disclosed.
The paint scheme for Elliott’s No. 9 Chevrolet will use Amazon Prime’s blue and white colors, with a “NASCAR on Prime” logo reading “Streaming May 2025” placed on the rear bumper. The 29-year-old Elliott won the “Most Popular Driver” award for the seventh consecutive season in 2024.
Amazon will use is first sponsorship at Talladega on April 27. It will then skip Texas and use the final two for 2025 in mid-May at Kansas and the All-Star Race at North Wilkesboro.
“We’re thrilled to work with Hendrick Motorsports and Chase as we begin our NASCAR coverage in 2025,” Stacey Rosenson, Amazon’s director and head of U.S. sports marketing, said in a press release. “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.”
Amazon’s five-race streaming stretch then begins at the Coca-Cola 600 on May 25. Prime will also stream practice and qualifying for most of the first half of the season for races at which Fox Sports retains the rights to — the Cook-Out Clash, Daytona 500 week and the All-Star Race.
NASCAR signed deals with four different domestic media rights partners that average $1.1 billion over the next seven years.
–Field Level Media
