NASCAR's initial streaming-exclusive race gets a fresh take by Amazon
Streaming NASCAR Action with Amazon Prime Video
Get ready for an exhilarating transformation in NASCAR racing broadcasts! This Memorial Day weekend, Amazon Prime Video is set to shake up the scene as it airs the first exclusively streaming NASCAR race in the U.S.—the Coca-Cola 600. Fan favorites, such as Dale Earnhardt Jr. and Carl Edwards, will be at the helm, keeping the focus squarely on the heart-pounding races.
Amazon’s seven-year deal with NASCAR includes airing five Cup Series events each season. While innovation is around the corner, the company remains committed to preserving the essence of NASCAR broadcasts as we know them.
"We have a tremendous respect for NASCAR," race caller Adam Alexander said this week. While technology will undoubtedly bring new ideas to the table, the core of what makes a NASCAR broadcast so compelling will remain untouched.
One of the exciting changes viewers can look forward to is Amazon's decision to have side-by-side commercial breaks during active racing, something other NASCAR broadcasters only do for certain races. Pre- and post-race coverage will also cater to various audience demographics, with the potential for city-based, young viewers seeing a different set of ads than rural parents.
For those joining late, there's the exciting opportunity to watch a data-driven reel of race highlights and flag changes on demand. And without a set end time, post-race conversations could continue for up to an hour if the action warrants it.
"Our priority is to provide an engaging, relaxed viewing experience where we can spend time reflecting on the race," senior coordinating producer Alex Strand shared.
Joining Edwards in pre- and post-race coverage will be current Cup Series driver Corey Lajoie and broadcaster Danielle Trotta. Meanwhile, Alexander will call the race alongside Earnhardt Jr. and former crew chief Steve Letarte, with Trevor Bayne, Kim Coon, and Marty Snider reporting from pit road.
Amazon's innovative approach extends beyond racing broadcasts, as seen in their work on Thursday Night Football. There, they employ advanced analytics to break down complex football aspects, from blitz predictions to fourth-down decision making. Strand envisions a similar education for NASCAR fans, though not all innovative features will be launched this weekend. For instance, Letarte discusses the possibility of displaying estimated fuel gauge information during the race, helping viewers understand each driver's situation.
Of course, none of this will matter for fans who don't have access to Prime or don't know where to find the action. NASCAR has released a new promo for the event, focusing on cross-promotion with other broadcasters. During its media negotiation window, NASCAR found that more fans subscribed to Amazon Prime as of 2023 and 2024 than subscribed to cable. Those without the service can take advantage of a free 30-day trial extending past Amazon's final 2025 race from Pocono Raceway on June 22.
"Now it's more about education," NASCAR EVP and chief media and revenue officer Brian Herbst said in an interview. "Just fire up the app and go there on Sunday."
Fans have already seen increased ratings for NASCAR events this year, as viewers find the racing action wherever it's airing. And retirement hasn't dampened Edwards' enthusiasm.
"I started explaining it to an old neighbor," Edwards recalled. "And he's like, 'Oh, yeah, I got Prime! I'll be watching.'"
The Coca-Cola 600 from Charlotte Motor Speedway starts at 6 p.m. ET Sunday. Let's buckle up and ride the wave of change as Amazon Prime Video revolutionizes NASCAR broadcasts!
Technology and sports intersect in the innovative changes implementated by Amazon Prime Video for the broadcast of NASCAR events. For instance, they employ data-driven reels of race highlights and flag changes, and advanced analytics similar to their approach on Thursday Night Football. Additionally, side-by-side commercial breaks during active racing are a new feature exclusive to Amazon's NASCAR broadcasts.
