The 2025 NASCAR season marked a bold new chapter for the sport — with its iconic Coca-Cola 600 race streaming exclusively on Amazon Prime Video for the first time ever. This major shift toward streaming is part of NASCAR’s long-term partnership with Prime, but it also sparked heated reactions among longtime fans. Meanwhile, former Cup star Carl Edwards returned to the sport as a fresh voice on Prime’s broadcast team, bridging NASCAR’s past and future. What does this transition mean for the sport, its fans, and its legends?
Carl Edwards: From Racer to Prime-Time Analyst
When Carl Edwards walked away from full-time racing in 2017, few expected him to return to NASCAR in any role. Yet here he is — no longer behind the wheel but back in the broadcast booth as one of Prime Video’s key analysts. Edwards’ comeback isn’t about chasing championships anymore; it’s about reconnecting with the sport he loves, without the pressure that once defined him.
Edwards admits he was initially unsure if NASCAR fans would embrace the new streaming platform. “I was explaining Prime Video to my 85-year-old neighbor — and he already had it,” Edwards joked. His enthusiasm for the sport’s new chapter shines through as he embraces his fresh role alongside familiar faces like Dale Earnhardt Jr. and Steve Letarte.
Streaming NASCAR: Innovation Meets Tradition
Prime Video’s seven-year deal with NASCAR represents a seismic shift in race broadcasting. The Coca-Cola 600, NASCAR’s longest and one of its most prestigious events, now lives in the digital space — accompanied by unique viewing features like double-box commercial formats that don’t interrupt the on-track action, real-time data insights powered by AWS, and interactive “Shop the Race” capabilities.
Alex Strand, Prime Video’s senior coordinating producer for live sports, emphasizes the challenge of balancing innovation with respect for NASCAR’s traditions.
“We want fans to trust us to bring them the sport they love, while also upgrading the viewing experience.” – Alex Strand
Fans’ Mixed Reactions: A Tradition Interrupted?
For many devoted NASCAR fans, the shift to streaming has felt like a disruption of cherished traditions. Social media lit up with frustration from those who found the move to Prime Video confusing, costly, or simply unwelcome.
“I’m too old for all this technology. After 50 years of watching NASCAR, I’m done,” lamented one longtime viewer. Others complained about the extra cost of Amazon Prime, feeling alienated by what seemed like a tech-driven barrier to access.
“I’ve been a NASCAR Fan for 60 years. I feel they couldn’t care less about the traditionalists. Every change they employ makes me less interested.” – Kevin Broderick, a nascar fan
“This Amazon showing of the Coca Cola 600 stinks. What about people who can’t afford Amazon Prime?”- Rose, a nascar fan
“I have been watching Nascar since the 60’s. Used to camp out in the infield at Charlotte Motor Soeedway until my health wouldn’t let me. I live in North Carolina and look forward to the Coca Cola 600. 14 dollars and some change every month to watch nascar on Amazon is outrageous, plus I don’t have anything to watch it on. Nascar has just lost a loyal fan. My Nascar days are over.” – Tom Faircloth, a nascar fan
These concerns underscore a growing divide between NASCAR’s push for digital growth and its aging core fan base, many of whom remain loyal but less comfortable with streaming platforms.
The Road Ahead: Bridging the Gap
NASCAR’s partnership with Amazon is designed to attract younger viewers who consume content differently — on-demand, interactive, and mobile. Yet the backlash reveals a crucial question: is NASCAR leaving longtime fans behind in the rush toward innovation?
Carl Edwards offers a hopeful perspective. His return isn’t just about broadcasting — it’s about connection.
“I believe people are going to find it. They’re going to enjoy it. And, you know, hopefully it just becomes, something that that all the fans feel good about and don’t have any hiccups.” – Carl Edwards
As NASCAR accelerates into the future, the challenge remains clear: blending cutting-edge technology with the heart and soul of a sport built on tradition, community, and loyalty.
“The timing just feels right. I’m shocked at the way the sport has welcomed me back personally.”
“I wasn’t sure about this, but Prime came to visit me in Missouri and we sat around at my kitchen table talking with my family. I’m glad they came out. It’s going to be an adventure.” – Carl Edwards
News in Brief: Carl Edwards on NASCAR Streaming Resistance
The streaming era is here to stay, bringing exciting opportunities and inevitable growing pains. With voices like Carl Edwards guiding the way and thoughtful innovations enhancing broadcasts, NASCAR’s digital future holds promise. But for the millions of fans who’ve cheered from their living rooms for decades, the hope is simple — that no matter the platform, the spirit of racing and connection remains as strong as ever.
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