Hendrick Motorsports enters the 2025 NASCAR Cup Series season aiming to reclaim the top prize after three consecutive years of Team Penske success.

Ahead of its NASCAR broadcast debut at the Coke 600, Prime Video joins Hendrick as a primary sponsor for 2020 Cup champ Chase Elliott.

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Amazon’s Prime Video, NASCAR’s first fully direct-to-consumer media partner, is beginning its new NASCAR Cup Series broadcast rights deal with a splash. For the

At a front-running team like Hendrick Motorsports, a deal with such assets would typically be valued in the low seven figures annually.

Amazon's Prime Video has partnered with Hendrick Motorsports. The sponsorship will cover driver Chase Elliott and his No. 9 NASCAR Cup Series team through the 2027 season. In addition to being a primary sponsor for three major races annually, Prime Video will maintain a consistent associate sponsorship throughout the season.