Prime Video VP teases NASCAR streaming extension: "We really want to go innovate"

When Amazon entered into a seven-year partnership with NASCAR, it became a pivotal moment for motorsports in the United States. It seals the deal as being the first streaming service to air NASCAR racing without simultaneous traditional television coverage. The partnership, starting at the beginning of this 2025 season, sees what could potentially be the start of a large change in the industry. 

Talking about what's important to Amazon, Jay Marine, Vice President and Global Head of Sports at Prime Video, discussed what they deem to be a worthy investment, via NASCAR.

 "In terms of why NASCAR for Amazon... What we really look for are premium tier one sports that can move the needle for Prime. And NASCAR fits that sport that has a passionate fan base, a large fan base. Where the sport is must-see for them.

"That is extremely valuable. And ultimately what we're trying to do is make the Prime Membership program more valuable for our Prime members."

Amazon is wanting to transform their streaming service from what is currently a supplement, to a service that is a necessity, increasing its acquisition and retention. NASCAR isn't the only sport the brand is exploring. It has seen success with other premium live sports such as Thursday Night Football and Rugby. 

Carson Hocevar, Spire Motorsports Chevrolet

Photo by: David Jensen / Getty Images

"That's what we try to do in every decision we make. So NASCAR fits perfectly with that. We really want to go innovate.

"We look at this as a seven-year-plus partnership... I'll talk about the renewal later, but that's how we want to invest, so that we can innovate for the long-term.

"And we're excited to do that. We're excited to reach a younger audience who may have cut the cord and not watching as much, which we've been able to do with Thursday night football as an example. So we're excited to be part of it and excited to work across this partnership group as well."

The $7.7 billion deal (spread across all partners) for NASCAR is a 40% increase in annual value compared to NASCAR's previous $8.2 billion, 10-year deal with Fox and NBC.

Commenting on the deal at the end of 2023, NASCAR president Steve Phelps said the following: 

"We are super excited about what 2025 is going to bring to us because of where the distribution that we now have across air, which is a combination of obviously broadcast, cable and streaming.

"We want to meet race fans where they are or potentially where they are. We think this group does exactly that for us."