A picture of Chase Elliott’s new car sponsor, Amazon Prime Video, took center stage before the race at Talladega Superspeedway, which is set to take place on April 27. The endorsement marks a significant development for Elliott, as his #9 Hendrick Motorsports car secures a long-term partnership with the leading streaming service. This multi-year deal runs through 2027, during which Amazon Prime Video will sponsor primarily three races annually: Talladega Superspeedway, Kansas Speedway, and the prestigious NASCAR All-Star Race at North Wilkesboro Speedway. Additionally, Amazon Prime Video will serve as a year-long associate sponsor for the Georgia native.
This strategic move into NASCAR comes after Amazon Prime’s role as NASCAR’s first fully direct-to-consumer media partner, where they broadcast five races, diving deeper into the world of stock car racing.
In conjunction with Prime Video, Elliott’s sponsorship roster also includes NAPA Auto Parts, Llumar, and UniFirst. This new sponsorship deal arrives shortly after Hooters departed from the team due to a default on their sponsorship payments during the previous season.
Reports by Toby Christie reveal the car displaying the new sponsorship, and media from the company shared the image on X with a caption highlighting the partnership.
Chase Elliott began his 2025 season with a triumph at the non-point-paying Cook Out Clash exhibition race at Bowman Gray Stadium, where he dominated by leading an impressive 171 laps. However, Elliott’s traditional season has been a mixed bag compared to his Hendrick Motorsports teammates like Kyle Larson and William Byron. As of now, he has yet to snag a win in the points-paying segment of the season, but has secured two top-five finishes and five top-ten finishes, placing him in fifth in the overall standings with 278 points.
Elliott has also addressed NASCAR’s new rule change for the 2025 All-Star Race at North Wilkesboro Speedway, which introduces a “promoter’s caution.” This caution can be deployed anywhere between laps 101 and 220 purely for entertainment purposes, along with a mandatory break following lap 100. Elliott expresses that while he finds some past cautions in NASCAR history questionable, he understands the rationale behind implementing a planned tool to enhance the show’s entertainment value.
The excitement surrounding the upcoming All-Star Race is palpable, with fans eager to see if Elliott can replicate his success from the 2020 All-Star win at Bristol Motor Speedway.
The implications of this partnership with Amazon Prime Video are vast, signaling a transformation in sponsorship dynamics within NASCAR. With a fresh vision on the horizon, the collaboration could redefine the racing experience for fans and competitors alike, adding another layer of strategy and competition to the sport. As the season progresses, curiosity builds around Chase Elliott’s performance and the potential influence of this new sponsorship on his pursuit of victory.
