Ben Kennedy has proven to be the best gamble by NASCAR in recent years. And he means serious business. The man is here to change the landscape of NASCAR. In a game-changing move, Kennedy made a groundbreaking deal with Amazon Prime this year, which can take the brand of NASCAR to new heights in the future. In the midweek, Prime’s Thursday Night Football broadcast had a small surprise for their NASCAR fans. During a break, Amazon aired its highly anticipated promo about its exclusive partnership with NASCAR, which had all the fans go gaga about it.

Opening new paths for the brand of NASCAR

While the fan excitement is pretty obvious, the move signifies NASCAR’s strategic effort to capture a younger, tech-savvy audience. Since Prime will stream it, Amazon’s daughter brand, Twitch will also host the stream for free on their platform. Streamers on Twitch can host watch parties with fans. This can be a major game changer, as the streaming market is huge in the Gen-Z/Gen-Alpha demography.

Also, the stream will be live globally, making it accessible to a more global audience. This comes at a time when the TV market is declining, as most consumption is digital, especially among younger demographics. Amazon’s streaming deal presents NASCAR with the opportunity to reach viewers who may not be regular television watchers.

Another significant move by NASCAR in hopes of gaining a global audience is the Mexico City race, scheduled for June 15, 2025. It stands as a monumental step in NASCAR’s strategy of global expansion. It will mark the first Cup Series race held outside the US since 1958. The race at Autódromo Hermanos Rodríguez will not only introduce NASCAR to Mexican fans but also act as a significant step towards attracting a global audience.

NASCAR’s collaboration with Amazon is not merely about increasing viewership but also about reshaping the sport’s future in hopes of not just flattening but soaring the declining graph. This promo signals a new era for NASCAR—one where the sport can dominate globally, appeal to younger generations, and revolutionize how fans experience racing.

“This is the best promo”: A newfound enthusiasm of fans

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The 15-second promo revealed their slot schedules for the upcoming 2025 season. Amazon is officially going to stream five exclusive races from the regular season in June: Charlotte, Nashville, Michigan, Pocono, and the highly anticipated Mexico City race. The promo has not only generated tons of excitement but has pretty much set the stage for a major transformation in how fans experience NASCAR going forward.

The fan reactions after the promo aired have been nothing short of enthusiastic. The NASCAR subreddit has been blowing up since the teaser dropped. And Redditors can’t hold their excitement, with one user saying, “This is the best promo I’ve seen in years,” complimenting the efforts of Prime in making a compelling stylized promo for a younger audience, which is a key demographic that NASCAR has been desperately trying to crack. And this may be it, as one user pointed out, “This is going to be HUGE for the sport,” recognizing the new avenues that it will open.

One thing that Amazon Prime is quite well known for is its production standards for events. The streaming giant has already been doing some good quality work with the NFL, and fans are particularly looking forward to the production quality Amazon will bring, as one fan mentioned, “If we could have even a third of what they do for TNF (NFL), it would be better than either option in the last 10 years.” Echoing this sentiment, another fan added, “Big time. Their production of NFL and NHL games are awesome, and they look so damn good. Can’t wait for their races next year.”

The buzz surrounding the exclusive races is quite evident in the fan reactions. For years, NASCAR fans have gotten used to the same traditional, old-school TV broadcasts, but the involvement of a major streaming giant like Amazon promises to elevate the viewing experience to the next level. With Amazon’s record of top-notch production standards and innovative viewing experiences, many are hopeful that the NASCAR races will be presented in a whole new fashion.