Hendrick Motorsports Announces New NASCAR Sponsorship With Leading Streaming Service
January 9, 2025
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Amazon’s Prime Video has partnered with Hendrick Motorsports. The sponsorship will cover driver Chase Elliott and his No. 9 NASCAR Cup Series team through the 2027 season.
In addition to being a primary sponsor for three major races annually, Prime Video will maintain a consistent associate sponsorship throughout the season.
The No. 9 Prime Video Chevrolet is set to debut at the Talladega Superspeedway on April 27, 2025. Fans can also catch the car at the likes of Kansas Speedway on May 11, 2025, and during the NASCAR All-Star Race at the historic North Wilkesboro Speedway on May 18, 2025.
Prime Video also plans to integrate broadcasting into its sponsorship role. They will air five Cup Series races starting with the Coca-Cola 600 on May 25, 2025. This makes them NASCAR’s first comprehensive direct-to-consumer media partner.
NASCAR Hall of Famer and Hendrick Motorsport team owner, Rick Hendrick looks on from the grid prior to the NASCAR Cup Series Brickyard 400 at Indianapolis Motor Speedway on July 21, 2024 in Indianapolis, Indiana…. NASCAR Hall of Famer and Hendrick Motorsport team owner, Rick Hendrick looks on from the grid prior to the NASCAR Cup Series Brickyard 400 at Indianapolis Motor Speedway on July 21, 2024 in Indianapolis, Indiana. Hendrick Motorsports announces new NASCAR sponsorship with leading streaming service.
James Gilbert/Getty Images
Stacey Rosenson, Head of U.S. Sports Marketing for Prime Video said in a press release from the team:
“We’re thrilled to work with Hendrick Motorsports and Chase as we begin our NASCAR coverage in 2025.
“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.”
Rick Hendrick, owner of Hendrick Motorsports, added:
“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.”
Chase Elliott, who will be sporting the Prime Video livery, commented:
“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.”
Prime Video will also provide streaming of key practice and qualifying sessions — with only a few exceptions like the Busch Light Clash, Duel at Daytona, DAYTONA 500, and the NASCAR All-Star Race.
The team has already given fans a glimpse at the Prime Video livery on social media. They posted:
“A relationship built for the fast lane! Proud to team up with Sports on Prime in 2025.”
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