Fans Rejoice as Amazon Prime Delivers on NASCAR’s $7.7B Broadcast Gamble at Coca-Cola 600

Amazon Prime made a resounding debut with its broadcast of the 2025 Coca-Cola 600, delivering a truly spectacular image of the race and NASCAR’s legendary nature. As part of a monumental $7.7 billion media rights deal, the Prime team was handed a crucial task of bringing the drama, energy, and the best of stock car racing to the traditional fans, with the hopes of attracting new viewers. And what better way to kick-start this ambitious drive than at one of the crown jewel races?

The Coca-Cola 600 itself was packed with drama, and the broadcast only heightened it. Ross Chastain, driving the #1 Chevrolet for Trackhouse Racing, pulled off one of the most impressive comebacks in modern NASCAR history. After wrecking in practice and starting from the 40th position in a backup car, Chastain carved his way to the 1st place for 600 miles. He sealed the victory over William Byron, who had dominated much of the event by leading 283 laps. Although Byron dominated the proceedings with clean stage sweeps, as the lights came on, the conditions changed, and so did the dynamics of the race.

Carson Hocevar, Denny Hamlin, and Byron were tugged in a three-way battle, but Chastain was biding his time, and Prime Video certainly perfectly captured these crucial moments. With crystal clear visuals, in-car radio, and thoughtful commentary from Dale Earnhardt Jr., Jeff Burton, and Steve Letarte, Prime transformed what could have been an ordinary race into a defining moment for NASCAR’s future in streaming. With no commercial interruptions and cutaways diluting the tension of the battle, Prime offered side-by-side coverage, mid-pack duels, and a storytelling-oriented broadcast style that made it gain respect among fans. Thanks to the booth, fans knew that the #11 car was low on fuel, and the cameras captured that Hamlin didn’t have enough fuel in his car on his last pit stop.

For a year, NASCAR had been struggling with declining ratings through FOX Sports broadcasting, but this became a glimpse into what the sport could be in the modern era. As stated earlier by the Sports Business Journal reporter Adam Stern, Fox Sports saw a new low in their viewership for the NASCAR All-Star Race, down from 2.573 million last year to 1.965 million this year. Not to forget, FOX had fumbles like missing out on the flypast at the Daytona 500, and running those cartoon graphics for some time now. And what is the point of watching the race when updates from Bob Pockrass and social media give fans a real-time update about crashes and incidents happening in the race?

It’s not just the broadcast, Prime is going all in, celebrating and promoting the star power of the sport, the drivers. A few days back, Amazon uniquely announced its partnership with NASCAR. Prime Video launched an epic commercial including Kyle Larson, Ross Chastain, Joey Logano, Daniel Suarez, Ryan Preece, Noah Gragson, and Zane Smith, catering to fan favorites of all time. Prime? It’s what everyone’s talking about! Starting this weekend, the NASCAR Cup Series is streaming exclusively on @SportsonPrime,” NASCAR wrote on X. Although fans had a hint about what was to come from watching the practice race, the Coca-Cola 600 was the real deal, and it was well-received.

Fans welcome a new era of NASCAR broadcasting

“The Prime broadcast made the Coke 600 feel like a true major sporting event. Hats off to the whole crew – I wish they could get the whole season now.” A fan shared this sentiment on social media. With its newest endeavor in broadcasting NASCAR races, Prime has already set a benchmark and created a positive appeal among its viewers. Unfortunately, this experience is only going to last four more races. After this, WB’s TNT Sports is going to take over broadcasting duties, followed by NBC. The entire 10-race playoff remains under NBC’s control.

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From the moment the coverage began, viewers were treated to a clean, immersive viewing experience that prioritized racing over commercial interruptions and excitement over a long-running race. Fans have already started showing interest in Prime Video covering more races than their contractual 5-race broadcast. “Undoubtedly the best broadcast of really any motorsports event in recent memory. So freeing to not be beholden to mandated corporate commercial breaks. Loved all the new camera angles and split screen views,” one fan wrote on Reddit. “I know Dale always mentions he gets caught watching mid-pack battles while broadcasting, and tonight is the first time I felt like we got to watch those with him. The commercial free final 50+ laps was just the cherry on top. Can’t wait for next week! Will be sad when their run of races ends.”

The broadcast, along with Dale Earnhardt Jr., Steve Letarte, and Adam Alexander — some of the fan-favorite analysts- turned out to be a great success as Junior had been apprehensive about his comeback to the booth after a 1-year hiatus from broadcasting. There was this sense of fandom, excitement, and on the edge, Dale Jr. himself is a fan of the sport, and it is evident when he picks up the mic. The chemistry between the entire talent in the booth is just top notch, but the same cannot be said for the FOX, Mike Joy is slowing down with his age, Clint Bowyer and Kevin Harvick do bring in the experience, but the narration and passion are somewhat missing.

NASCAR wasn’t the only event being broadcast this weekend. Other major events, like the Indy 500 at the Indianapolis Motor Speedway and the Formula 1 Monaco Grand Prix, were simultaneously being watched by many in different time zones. But from all the responses received, the Coca-Cola 600 at Charlotte Motor Speedway had been the smoothest and widely watched of them all. One fan wrote, “Watched all three big races today (Monaco, Indy 500, and the 600.) This broadcast is by far the best of the three. Indy 500 was the worst.” Now that is a huge statement, especially with FOX switching lanes to cover the open-wheel racing after signing a new deal with IndyCar.

Prime Video lived up to everyone’s expectations and even more this weekend. Some fans even praised Prime for showing the drivers in an almost cinematic universe of NASCAR. “Made the drivers actually seem like gladiators and built the race as an actual endurance event for man and machine,” said another fan. “Made the whole event feel like a marquee event. Fox has made NASCAR seem like a redneck joke of a sport.” The message was clear: this isn’t any other race, it tests the drivers to their limits through endurance, and even domination isn’t enough to bag the big prize. The significance behind this race was perfectly bundled and presented to the race fans, and this is what the sport needs.

With the next 4 races being covered by Prime Video, fans now know what they can expect from the new media partner. Perhaps this type of coverage becomes standard across all the partners that are linked to the $7.7b deal.