Legacy Motor Club’s Erik Jones had shared a short video on X, saying, “Just wanted to say looking forward to Prime coming to NASCAR for the first time in May, starting with the Coke 600, and looking forward to seeing Dale, Steve, and Adam up in the booth… Should be fun.” He’s pumped for NASCAR’s switch to Amazon Prime, and it’s a change fans have been desperately waiting for.
For years, fans have soaked up NASCAR’s thrilling moments through FOX and NBC broadcasts, cheering from their couches. But in 2025, NASCAR hit the gas on a game-changing $7.7 billion media rights deal, bringing Amazon Prime Video and Warner Bros. Discovery’s TNT Sports into the mix alongside the traditional broadcasters.
Dale Earnhardt Jr., now both a TNT Sports and Prime Video broadcaster, is thrilled, saying, “Amazon will bring some really cool ideas and ways of approaching the sport that will be better. I’m grateful to be a part of that team.” Fans are in for something special. This shift didn’t just happen. Fans had grown frustrated with traditional broadcasts, especially FOX’s, which drew heat for too many commercials and missing key moments. Extensive media coverage highlighted fans’ “outrage” over FOX’s “broadcasting blunders,” like cutting away during critical overtakes for advertisements. But all this is about the change for the good.
NASCAR fans are in for an immersive racing experience
Unveiled in November 2023, this seven-year deal (2025–2031) is shaking up how fans watch races by introducing streaming for the first time. It’s a massive gamble to keep NASCAR exciting for a new generation while holding tight to its loyal fans. The big question: would this bold move fire on all cylinders? The deal divides the Cup Series season among four broadcasters: FOX and NBC each get 14 races, while Amazon Prime Video and TNT Sports each take five in-season races, as outlined in NASCAR’s November 2023 announcement. Amazon’s stepping in with a blockbuster setup—70 cameras, in-car POV shots with microphones, augmented reality graphics, and real-time data to put fans right in the action, and it all starts at the Coca-Cola 600 this week!
Amazon’s promising a “green-flag experience” with fewer interruptions, ensuring fans don’t miss a second of the action. Adopting double-box ads so that NASCAR fans’ viewing may not get interrupted by unnecessary commercials that they’ve cried about for so long to FOX. This was a big problem, as FOX recently cut to a full-screen ad during the last 10 laps of the Talladega race while Austin Cindric and Ryan Preece were dueling for the lead! Fans would be relieved they don’t have to endure any of that for the next 5 weeks.
Prime on double-box ads: “It’s something we wanted for a long time and know that networks have been working really hard – both NBC and Fox – to try to bring this to fans…We’ve done some research to confirm this, we know this is something that fans want.” https://t.co/FmbhM3HUZ6
— Adam Stern (@A_S12) May 19, 2025
Amazon’s debut, set for Memorial Day weekend 2025 at Charlotte Motor Speedway, is already a hot commodity, with advertising inventory nearly sold out. Amazon’s production will feature “data-driven storytelling,” using real-time telemetry, driver stats, and immersive visuals to make fans feel like they’re in the pit lane.
Their setup also includes “AI-driven analytics” to show tire wear, speed, and strategy in real time. NASCAR President Steve Phelps hailed the partnership as a pivotal moment for the sport. “Streaming is crucial. It’s the way forward. Amazon Prime is an exceptional partner for us… the NFL, NBA, ourselves, that’s a good adjacency for us,” Phelps remarked.
NASCAR knew the stakes were sky-high. Fans were tired of outdated broadcasts, and the sport’s future depended on delivering something fresh. The media deal focuses on “enhanced storytelling” to reach fans through new tech and deeper driver narratives. Early buzz suggests NASCAR’s on the right track. Amazon’s high-tech approach and TNT’s fan-first vibe are generating excitement.
Now, let’s hear from the fans—the lifeblood of NASCAR. Their reactions on social media show they’re ready to embrace this new era.
Fans can’t wait for the streaming evolution to take over NASCAR
“Why did it take this long to get streaming for races?” This fan’s tweet hits on a sore spot. In a world of Netflix and YouTube, NASCAR’s been slow to stream, leaving fans wanting more flexibility. Amazon Prime Video’s arrival, detailed in NASCAR’s guide on how to watch, lets fans catch races on any device, from phones to smart TVs. Fans are thrilled to finally watch races their way, whether it’s on a lunch break or a lazy Sunday.
“70 cameras?? I’m excited to see their production!” This fan’s pumped, and for good reason. Amazon’s 70-camera setup, including POV angles and in-car mics, is a massive upgrade. Amazon is using “augmented reality graphics” and real-time data to show tire wear, speed, and driver strategies, making fans feel like they’re in the car.
Social posts are buzzing, with one fan saying, “Seeing and hearing the drivers up close? I’m all in!” This high-tech approach has fans counting down to Charlotte. “How about the POV cameras with microphones?” This fan’s stoked about Amazon’s in-car cameras with audio, a feature that’s got everyone talking. These cameras will capture “every grunt, curse, and cheer,” giving fans a raw, unfiltered view of the race.
“I’m excited to see what they bring to the table. The CW Xfinity broadcasts have been refined and fresh. Hoping for the same here.” This fan’s looking at The CW’s Xfinity Series broadcasts, which have earned praise for their clean production and engaging commentary, like when Kyle Busch popped up in the booth earlier this year!
“I’m already loving this broadcasting team! #NASCAR” This fan’s all-in for TNT’s and Amazon’s crew, led by Earnhardt Jr., whose racing legacy and down-to-earth style make him a fan favorite. Junior is concerned for quality as his “reputation is on the line” as fans pin their hopes on his leadership. Social media posts are glowing, with one fan writing, “Dale Jr. in the booth is like having a friend call the race.” That personal connection has fans ready to tune in.
NASCAR’s $7.7 billion bet is looking like a checkered flag. Fans are pumped for streaming, high-tech cameras, and a broadcast team that gets them. The future is roaring, and NASCAR Nation’s ready to race into it.
The post NASCAR Seemingly Win Their $7.7 Billion Gamble as Fans Stamp Their Seal of Approval Post FOX’s Departure appeared first on EssentiallySports.
