NASCAR Strikes Groundbreaking $3 Million Streaming Partnership With Amazon Prime Video in Landmark Move to Expand Global Audience Reach and Reinvent Motorsports Broadcasting for the Digital Era
In a major shift that signals a new chapter for motorsports broadcasting, NASCAR has officially announced a new streaming deal with Amazon Prime Video worth $3 million. The groundbreaking partnership, revealed on Monday, will see Amazon secure exclusive rights to stream select races and behind-the-scenes content in a bid to attract a broader, more digitally engaged global audience.
This collaboration marks NASCAR’s latest effort to modernize its media strategy and expand its fanbase beyond traditional television. The deal will include live coverage of key races, in-depth documentaries, driver-focused series, and interactive features aimed at enhancing fan engagement. The content is expected to debut on the Prime Video platform ahead of the upcoming race season.
“We’re incredibly excited to partner with Amazon Prime Video to bring NASCAR to a wider, tech-savvy audience,” said NASCAR President Steve Phelps. “This deal is more than just a rights agreement — it’s a bold step into the future of sports broadcasting, where accessibility and innovation take center stage.”
Amazon Prime Video, already a growing presence in live sports streaming with deals involving the NFL and Premier League, sees this NASCAR partnership as an opportunity to diversify its sports portfolio and tap into a loyal fan base.
NASCAR fans will now be able to stream content from virtually anywhere, and insiders believe this move could boost viewership among younger demographics who increasingly favor digital platforms.
Industry analysts see the $3 million price tag as modest but symbolic — a strategic investment that could pave the way for larger streaming deals in the future. If successful, the partnership may serve as a model for other motorsports organizations aiming to remain competitive in an evolving media landscape.
The first batch of exclusive content is expected to launch in early 2026.
