Dale Earnhardt Jr. may be best known for his two Daytona 500 wins, his iconic No. 8 Chevy, and his smooth Southern drawl in the NBC booth. But he’s also quietly been building a side career on screen. From cameos in Talladega Nights and Cars to his wildly successful media behemoth, Dirty Mo Media, Junior’s never been shy in front of the camera.

So, when a fresh promo dropped from Amazon Prime this week featuring Junior and longtime crew chief Steve Letarte, fans were all in before the first scene even played. What followed wasn’t just a commercial. It was a full-throttle experience that sent NASCAR fans into overdrive. Let’s just say… no one saw this coming.

Amazon Prime Video hits the gas on NASCAR coverage

In 2025, NASCAR embarked on a new era by partnering with Amazon Prime Video as part of a landmark seven-year media rights agreement. This 7.7 billion dollar deal introduced Prime Video as one of four broadcast partners, alongside FOX Sports, NBC Sports, and Warner Bros. Discovery’s TNT Sports, collectively covering all 38 NASCAR Cup Series races each season through 2031.

Prime Video’s NASCAR coverage will commence with the prestigious Coca-Cola 600 on May 25, 2025, at Charlotte Motor Speedway. This Memorial Day weekend race, known for its endurance and significance, marks the beginning of Prime Video’s five-race mid-season broadcast slate. After Charlotte, the streaming giant will broadcast races at Nashville, Michigan, Mexico City for the first international points-paying race, and Pocono! In addition to live race coverage, Prime Video also secured exclusive rights to stream practice and qualifying sessions for the first half of the season.

To promote this new venture, Prime has released a teaser featuring Dale Earnhardt Jr. and his former crew chief, Steve Letarte. The duo was iconic in the 2010s, notching up 4 wins, 20 top-20 finishes, and the 2014 Daytona 500 as their crowning achievement. The promo showcases the duo in a dynamic and engaging narrative, aiming to capture the excitement of NASCAR’s transition to streaming platforms. It takes viewers down memory lane with Dale Jr. driving a classic Chevrolet Chevelle across different racetracks. The commercial also teases a new anthem, “Up Around The Bend,” a collaboration between music icons Eric Church and John Fogerty, further enhancing the promotional campaign’s appeal.

The inclusion of Dale Earnhardt Jr. in Prime Video’s NASCAR coverage extends beyond the commercial. The 15-time Most Popular Driver joined Prime Video’s broadcast team along with Steve Letarte and Carl Edwards, bringing extensive racing experience and fan-favorite status to the commentary booth. Their presence is anticipated to attract both longtime NASCAR enthusiasts and new viewers to the streaming platform’s coverage.

Fans have expressed enthusiasm for the new commercial and the broader partnership between NASCAR and Prime Video. The combination of familiar faces like Earnhardt Jr. and Letarte, the innovative approach to broadcasting has generated positive buzz across social media platforms. As the Coca-Cola 600 approaches, anticipation builds for Prime Video’s inaugural NASCAR broadcast and the fresh perspectives it promises to deliver.

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A promo filled with laughter, love, and a little time-travel

Amazon’s high-octane promo for NASCAR’s Prime debut had fans hyped instantly. One viewer nailed the mood: “That’s a good commercial.” Another chimed in, “Finally a commercial with some damn energy. Well done, Amazon.” It’s clear! This wasn’t just another promo drop. It was a turbocharged nostalgia ride with Dale Jr. in the driver’s seat. This feeling of relief also comes after a massively disappointing promo from FO ahead of the Daytona 500 to start the season.

The FOX Daytona 500 promo was criticized by fans as being very bland and lacking energy, whereas their promo for IndyCar, a series for which they received exclusive streaming rights in 2025, was incredibly catchy, modern, and energetic. Prime Video is clearly putting all their resources into this 5-race broadcast as they see the value in NASCAR.

Of course, the plot twist stole the show. “Are we not questioning the fact that Dale Jr. and Letarte figured out time travel?” asked one fan. The ad’s wild storyline, Dale and Letarte jumping racetracks – from Mexico City to Nashville and Pocono – in a classic muscle car, left viewers both amused and intrigued. Amazon leaned fully into fun, breaking away from the typical sports promo formula.

The curiosity didn’t stop there. One fan asked, “Does anyone know what kind of car they are driving in? Just curious.” Turns out, it’s a 1969 Chevrolet Chevelle SS 396—an absolute icon of American muscle. The car isn’t just cool; it’s got NASCAR history in its DNA. In the late ‘60s and early ‘70s, Chevelles were a popular sight on stock car circuits, especially before NASCAR transitioned fully into purpose-built race cars. So while the time travel might be fiction, the nod to NASCAR’s past? Very real.

Still, not everyone felt included. “They are clearly not trying to cater to any ‘new’ fans with this one lol,” said a viewer. The commercial leaned heavily into throwback vibes, which longtime fans loved. But it may have missed connecting with first-timers. That said, Prime seems to be betting big on authenticity over gimmicks. They’re clearly aiming to draw back the old guard. The diehards who miss the muscle car days, Sunday barbecues, and Earnhardt-era magic.

And then came the international frustration. “The uploader has not made this video available in your country. Thanks, Prime,” said one comment. Fans outside the U.S. felt left out of the fun. With NASCAR growing globally, Amazon may want to reconsider those geo-restrictions or risk stalling out with an eager fanbase. Thankfully, they course-corrected fast. The spot was later uploaded to Instagram, making it viewable worldwide.

Let’s hope the broadcast and the races are as exciting as the promo itself!