In a groundbreaking move, NASCAR has officially confirmed a $375 million endorsement and media partnership deal with Amazon Prime, marking the first time a major motorsport has joined forces with the global streaming powerhouse. The deal represents a strategic shift for NASCAR, aiming to expand its digital footprint and reach new audiences through Amazon’s vast streaming and e-commerce platforms.
This multi-year agreement will see Amazon Prime gain exclusive rights to stream select NASCAR races, behind-the-scenes content, and original programming. Industry insiders say this partnership could reshape how motorsports are consumed, especially among younger, tech-savvy viewers who prefer streaming over traditional TV.
“This is a pivotal moment for NASCAR,” said a spokesperson for the organization. “Partnering with Amazon Prime allows us to connect with fans in innovative ways while showcasing the energy and excitement of our sport on a global stage.”
With this deal, NASCAR becomes the first racing entity to align with Amazon Prime, setting a precedent for other sports leagues. The collaboration is expected to begin with the 2025 season and could open the door to new interactive viewing experiences, merchandise integrations, and fan engagement tools.
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