Hendrick Motorsports has announced a major new partnership with Amazon’s Prime Video. The deal will see Prime Video sponsoring Chase Elliott and his No. 9 NASCAR Cup Series team through the 2027 season.
Prime Video will serve as the primary sponsor for three marquee races each year while maintaining a year-round associate sponsorship presence on the No. 9 car.
The No. 9 Prime Video Chevrolet is set to debut at Talladega Superspeedway on April 27, 2025. Additional appearances include Kansas Speedway on May 11, 2025, and the NASCAR All-Star Race at the historic North Wilkesboro Speedway on May 18, 2025.
In an unprecedented move, Prime Video will also play a broadcasting role, airing five Cup Series races beginning with the Coca-Cola 600 on May 25, 2025. This partnership establishes Prime Video as NASCAR’s first fully integrated direct-to-consumer media partner.
Stacey Rosenson, Head of U.S. Sports Marketing for Prime Video, expressed her excitement in a press release:
> “We’re thrilled to work with Hendrick Motorsports and Chase as we begin our NASCAR coverage in 2025. This 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, echoed the sentiment:
> “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.”
Driver Chase Elliott also shared his enthusiasm about the partnership:
> “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. Seeing a fresh perspective on our sport is cool, and I’m happy to be a part of the effort and have their support.”
In addition to race broadcasts, Prime Video will stream key practice and qualifying sessions, with a few exceptions, including the Busch Light Clash, Duel at Daytona, DAYTONA 500, and the NASCAR All-Star Race.
Fans got an early look at the Prime Video livery on social media, where Hendrick Motorsports posted:
> “A relationship built for the fast lane! Proud to team up with Sports on Prime in 2025.”
