The 2006 Daytona 500 race is the highest-ever rated NASCAR race on TV. Back in the day, both NBC and FOX used to split the duties to cover the crown jewel event. FOX would take odd-numbered years 2001, 2003, and 2005, whereas NBC got the even years. This is perhaps NASCAR’s peak in terms of viewership and audience engagement, but as the decades turned a new corner, there was a sudden shift.
The 2006 race was rated 11.3, which was up by 10.9 from a year ago, covered by FOX. But fast-forward to 2017, this number dropped the 6.6, and this was the start of decline or stagnancy for TV broadcast. Clearly, there was a shift in the audience behavior, and NASCAR wasn’t the sporting giant it once used to be. Although FOX and NBC have stood the test of time, the modern era of the sport needed a makeover, a fresh approach, and this is where Amazon Prime comes in. When NASCAR announced their mega $7.7b media rights deal, Prime Video joined the ride as the first streaming partner. And this perfectly aligned with NASCAR’s ambition of attracting more eyeballs to the sport.
Initially, NASCAR fans were a bit skeptical of the subscription-based model, but looking at the efforts made by the new media partner, this sentiment is changing for good. Prime Video has already committed to a documentary on Dale Earnhardt, then they are also covering Kyle Larson’s “Double” attempt, which is expected to drop next year. So, before they got into their coverage at the Coca-Cola 600, they had already set up their base. To top things off, Prime Video launched an epic commercial which perfectly captures the energy and excitement in kickstarting their NASCAR adventure.
Prime? It’s what everyone’s talking about!
Starting this weekend, the NASCAR Cup Series is streaming exclusively on @SportsonPrime. pic.twitter.com/afgtvYwfAW
— NASCAR (@NASCAR) May 20, 2025
“Prime? It’s what everyone’s talking about! Starting this weekend, the NASCAR Cup Series is streaming exclusively on @SportsonPrime.” This 2-minute video starred Kyle Larson as the main lead, while notable names like Ross Chastain, Joey Logano, Daniel Suarez, Ryan Preece, Noah Gragson, and Zane Smith. This felt fresh, not forced, and natural, and what better way to promote yourself using the drivers? For the fan who had been frustrated with cartoon graphics from the FOX broadcast, it certainly felt like they were entering a new era for NASCAR. And they couldn’t help but appreciate the good work put in by the new media partner.
Fans in Awe as Amazon Secures Exclusive Rights Over NASCAR Viewership
One fan posted on Reddit saying, “Absolutely need to give them their flowers. Perhaps my expectations have been so low with driver personality marketing as of late that seeing their new post on Instagram gave me goosebumps. It really looks like they put a lot of time and quality into this ad too, this MUST be the standard of quality marketing in the future.” This was the first time that Larson, who is seen as the poster child of the modern era, was in the limelight. His acting as the lead driver in front of the press sends out a clear message and communication to the viewers about his influence and stardom in NASCAR. We have heard about the lack of personality; what if the personality of the modern-day driver was never tapped into? Not every driver is going to run a podcast like Dale Jr. or Denny Hamlin, and this is where NASCAR’s media partner should contribute.
One fan highlighted how multiple drivers were given screen time alongside some of the big names of the sport. “Not just that but some lesser name guys in the mid field too. Never expected Ryan Preece and Zane Smith in a promo.” Ryan Preece’s feature indeed was a surprise. Then you had popular drivers like Noah Gragson and Daniel Suarez, who might be struggling on the racetrack, but they certainly did their part in promoting the sport and its new partners.
Meanwhile, some fans couldn’t help but aim a dig at NASCAR’s most popular driver, Chase Elliott. Although, Prime Video has been his primary sponsors for a few races this year, he was nowhere to be found on the commercial. “I challenge you to find me 5 drivers, past or present who consistently ran in the top 10-15 on a weekly basis, who had a more dull and bland personality than Chase Elliott.”
It’s just a five-race stretch, but still, it feels as if Prime Video is ready to go the extra mile. Even fans couldn’t believe how invested and eager Prime Video is for its NASCAR debut. “I’m pleasantly surprised that they’re doing this much promotion. Only 5 races wouldn’t necessarily be something that other partners feel a need to advertise much.” These five races include the Coca-Cola 600 and the international race in Mexico City, so they have the perfect opportunity to bring the old and the young audience together in taking the sport forward.
NASCAR fans felt left out when they saw F1 drivers being promoted through the Netflix Series, and that led to the boom in popularity of the sports, not just in the US but worldwide. F1 was back on the map. Even FOX did a commendable job with Josef Newgarden and Alex Palou after signing an exclusive deal with IndyCar this year. Finally, now that Prime Video has taken over, things are looking good. “I felt a sense of envy when I saw fox advertise Indycar so well and of course F1’s personality marketing has become household familiarity at this point.”
What did you make of the new Amazon Prime Video commercial, and are they going to change NASCAR broadcasting for good? Share your thoughts in the comments.
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