Amazon is revving up its engines and entering the NASCAR arena in a major way this year, signaling a transformative media moment for the sport. With its first-ever broadcast of NASCAR Cup Series races starting Memorial Day weekend, the tech giant is leveraging its Prime Video platform to attract new viewers, advertisers, and fans alike.
From nearly sold-out ad inventory to an emotional docuseries on Dale Earnhardt, Amazon is making a full-throttle commitment to racing content. And it’s not just about putting races on screens — it’s about creating an immersive storytelling experience for millions worldwide.
Prime Video’s NASCAR Debut: Strong Demand Before the First Lap
Amazon’s entry into NASCAR coverage begins with five Cup Series races in 2025, starting with the Coca-Cola 600 at Charlotte Motor Speedway on May 25. According to Danielle Carney, Head of U.S. Video & Live Sports Sales at Amazon, the advertising inventory for these races is “nearly sold out,” with strong demand from both returning sponsors and new brands.
“We’re excited about that strong interest again in driving new advertisers, and we have a new format,” said Carney, referring to a two-box commercial format. This approach allows one portion of the screen to continue showing race action while ads appear in a separate box — a fan-friendly innovation also used during Amazon’s NFL broadcasts.
This kind of demand — even before the first race is aired — suggests that Amazon’s strategic gamble on NASCAR is paying off. The company is not only selling ad spots, it’s also producing custom branded content and 30-second commercials designed specifically for the platform, making its live sports coverage more interactive and engaging.
“Earnhardt”: A Global Spotlight on NASCAR’s Most Iconic Figure
Perhaps the most emotionally gripping piece of Amazon’s NASCAR portfolio is the four-part docuseries, “Earnhardt,” which premieres May 22 on Prime Video. The series will debut just three days before Amazon kicks off its live race broadcasts. Two episodes will be released initially, with the final two airing May 29.
The series focuses on the life and legacy of Dale Earnhardt, a seven-time Cup Series champion and one of the sport’s most iconic and influential figures. Using a mix of rare archival footage, emotional interviews, and race-day highlights, the documentary offers an in-depth look into the life of “The Intimidator.”
Produced by a powerhouse team — Imagine Documentaries, NASCAR Studios, Everyone Else, and Dirty Mo Media — the series features executive producers Ron Howard, Brian Grazer, and Earnhardt insiders. It dives into everything from Earnhardt’s working-class roots to his tragic death during the 2001 Daytona 500.
The episode lineup provides a clear arc:
Episode 1: Ironhead – Chronicles Dale’s rise and early challenges.
Episode 2: The Intimidator – Explores his fierce on-track persona and family tensions.
Episode 3: One Tough Customer – Covers his pursuit of the elusive Daytona 500 and increasing family dynamics.
Episode 4: Dale – Focuses on the emotional 2001 Daytona 500, where Dale Sr. died while son Dale Jr. led the field.
With worldwide streaming in over 240 countries and territories, the docuseries is poised to introduce a new generation of viewers to Earnhardt’s story — and deepen the emotional connection longtime fans have with the sport.
Dale Earnhardt Jr. Joins the Booth as Amazon Builds Its Broadcast Team
Adding to the excitement, Dale Earnhardt Jr. — NASCAR’s most popular driver for more than a decade — will serve as a lead analyst in Amazon’s NASCAR broadcast booth. His role extends beyond race-day coverage; he’s also appearing in promotional campaigns and projects.
Earnhardt Jr. brings not only star power but deep insight and credibility to Amazon’s new broadcast team. His connection to both his father’s legacy and the current racing scene makes him the ideal bridge between generations of NASCAR fans.
Beyond his booth duties, Dale Jr. is also involved with Dirty Mo Media, one of the production companies behind the “Earnhardt” series. This dual involvement strengthens the authenticity of the content Amazon is producing.
The presence of familiar NASCAR voices — coupled with modern production techniques and a streaming-first approach — could set a new standard for motorsports broadcasting.
Beyond the Track: More NASCAR Documentaries Coming to Prime Video
Amazon isn’t stopping with just five races or one docuseries. The company has more NASCAR content in the works, including two additional documentaries:
Garage 56 Documentary – Focused on NASCAR’s entry into the 24 Hours of Le Mans, this project will show how the stock car world collided with the endurance racing elite on a global stage.
Kyle Larson: Indy 500 / Coke 600 Double – A behind-the-scenes look at Kyle Larson’s attempt at the iconic Memorial Day doubleheader, racing the Indy 500 and Coca-Cola 600 on the same day. This feat has only been attempted by a handful of drivers in history.
These projects reinforce Amazon’s commitment to long-form storytelling and motorsports education, going beyond the green flag and checkered flag. They offer fans context, personality, and emotional stakes — something traditional race broadcasts don’t always have time to deliver.
News in Brief: NASCAR on Amazon
Amazon’s partnership with NASCAR marks a turning point for both the sport and its fans. By combining innovative live broadcasts, exclusive documentaries, and the platform power of Prime Video, Amazon is positioning itself as a major player in motorsports media.
With races set to air soon and “Earnhardt” launching globally, the excitement around NASCAR’s future — both on the track and on screen — is building rapidly. Whether you’re a long-time fan or brand-new to the sport, Amazon is creating a fresh entry point into the world of stock car racing.
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