Last year Hendrick Motorsports and Chase Elliott parted ways with Hooters, who abruptly left the team mid-season. Ever since then, the #9 team has been on the lookout for new partners that could fund the team for the 2025 season. And going by the latest updates, NASCAR’s new media partner, Amazon Prime Video, will serve as the sponsor on Chase Elliott’s No. 9 Chevy.

HMS and Prime Video have inked a three-year deal that will see them serve as the primary sponsor for Elliott’s No. 9 car for three Cup Series events. They will also act as associate sponsors for Hendrick Motorsports in other events throughout the 2025 season. Adam Sterns from Sports Business Journal shared this news on X.

Amazon Prime Video forges strategic ties with HMS ahead of its NASCAR debut

“.@Amazon’s @PrimeVideo has decided to sponsor a NASCAR team to help spread the word about its first ever slate of races that it will stream on its platform, signing on with @TeamHendrick and @ChaseElliott.🔲 Amazon is the fifth biggest company in the world by market cap.” Adam Stern wrote on X and also shared the paint schemes for 2025.

Prime Video will make the most of this partnership with Hendrick Motorsports in creating a buzz ahead of the races that are scheduled to stream on their platform. Their first appearance will be at Talladega on April 27 and then return for back-to-back races in mid-May at Kansas and the All-Star race at North Wilkesboro Speedway. The very next weekend, Prime Video will kickstart its five-race stretch with the Coca-Cola 600.

The paint scheme for Prime Video will feature its typical blue and white colors. The back bumper of the No. 9 Chevy will also have a special logo that says, “NASCAR on Prime,” and this is followed by the message, “Streaming May 2025.” Apart from streaming mega events such as the Coca-Cola 600 and the international race in Mexico City, Prime will have the rights to air practice and qualifying sessions in the first half of the season. Events like Cock-Out Clash, Daytona 500, and All-Star will be retained by FOX.

Amazon is the first company in the history of NASCAR that will stream Cup Series races. Their arrival is a part of the big shuffle NASCAR is witnessing with the $7.7 billion media rights deal. Warner Brothers will partner with Prime Video on the streaming front with five Cup races under their banner. This has brought down the number of races for traditional TV partners FOX Sports and NBC.

Chase Elliott and Prime Video are a perfect fit for each other

Although getting sponsorship is tough in the modern era of NASCAR racing, HMS remains a lucrative prospect for companies to represent themselves. The No. 9 Chevy is one of the powerhouse teams in the Cup Series that competes for wins and championships. This was indeed a smart move by Prime Video to partner with NASCAR’s most popular driver and 2020 Series champion.

“It’s great to see Prime Video come into NASCAR and now join us at Hendrick Motorsports and the No. 9 team. They’re leaders in entertainment and technology, and I think that’s a perfect fit on a lot of levels. Seeing a fresh perspective on our sport is cool, and I’m happy to be a part of the effort and have their support.” Elliott said in a press release.

Sharing his thoughts on this new partnership, veteran owner Rick Hendrick added, “Welcoming Prime Video to our team is a proud moment. They’ve committed to our sport in a big way and are taking an innovative approach to delivering world-class broadcasts and content to our fans. Hendrick Motorsports is ready to support their efforts, and we look forward to building something special together over the next three years.”

Although the current deal between the two parties runs until 2027, we might see it get extended beyond that. Who knows, the streaming giant might also fund other prominent drivers and teams in the series.