Prime Video Drops the Green Flag for the First Time May 25, 2025 at the Coca-Cola 600

Prime Video announced today that its inaugural season of exclusive NASCAR Cup Series coverage will kick off May 25, 2025 with the 66th running of the Coca-Cola 600. One of NASCAR’s crown jewels attended by racing fans from across the country and around the world, the Coca-Cola 600 at Charlotte Motor Speedway is synonymous with history and tradition.

Additionally, as previously announced, NASCAR legend Dale Earnhardt Jr. will join the Prime Video broadcast booth for its inaugural season of coverage, and the streamer will carry the three seeding races for the first-of-its-kind, in-season tournament for the Cup Series in 2025. Further, Prime Video greenlit several sports documentaries as part of the inagural Amazon upfront presentation today, including a four-part documentary series on NASCAR legend Dale Earnhardt Sr.

“We can’t wait to drop the flag and start our NASCAR relationship with the famed Coca-Cola 600 at Charlotte Motor Speedway next May,” said Jay Marine, vice president and global head of sports and ads, Prime Video. “We have one of the most iconic drivers in history, Dale Earnhardt Jr., joining our broadcast booth, and we also have a behind-the-scenes, four-part documentary on the Earnhardt family coming to Prime Video. Add in the just announced in-season tournament where drivers will compete for a $1 million prize, and our debut can’t come fast enough.”

Below, please find more information on NASCAR on Prime Video’s announcements, as the streamer gears up for the 2025 season.

NASCAR LAUNCHES IN-SEASON TOURNAMENT ON PRIME VIDEO AND TNT SPORTS IN 2025
NASCAR announced it will hold a first-of-its-kind in-season tournament for the Cup Series in 2025. The seeding for the bracket-style head-to-head event across TNT Sports’ full five-race schedule will be set by results from the final three races that will air on Prime Video.

All drivers are eligible for the seeding races which will take place during the final three races of Cup Series coverage on Prime Video. The top 32 drivers based on the seeding events, will become eligible for the in-season tournament competition. Bracket seeding will be established by best finish each race over the three races with the tiebreakers determined by the next-best finish, followed by season points position. The tournament kicks off with the first event in the TNT Sports portion of the Cup Series season. Drivers will compete head-to-head with the higher finishing driver of each race advancing over five rounds. The winner of the tournament will receive a $1 million prize.

DALE EARNHARDT JR. JOINS THE PRIME VIDEO NASCAR BROADCAST BOOTH
Dale Earnhardt Jr. will join the Prime Video broadcast booth when the streamer launches its exclusive NASCAR Cup Series coverage in 2025. Earnhardt Jr., a NASCAR Hall of Famer and a two-time 500 Champion, will be utilized in a number of capacities throughout Prime Video’s coverage, with specifics to be announced in the coming months.

NEW FOUR-PART DOCUSERIES ON LATE NASCAR LEGEND DALE EARNHARDT SR.TO PREMIERE IN 2025
Prime Video greenlit several sports documentaries as part of the inaugural Amazon upfront presentation today, including a four-part documentary series on NASCAR legend Dale Earnhardt Sr. The history of the Earnhardt family is the history of NASCAR—you can’t tell the story of one without the other—and at the center of the Earnhardt family was Dale Earnhardt Sr., the most influential figure the sport has ever known. A charismatic, working-class hero to millions of fans, Earnhardt spent the better part of two decades as the most visible figure in stock car racing, breaking through the confines of the sport’s regional fan base to mainstream notoriety, racking up millions in endorsement deals from Coca-Cola to Wheaties, and appearing on daytime TV and late-night talk shows. From one generation to the next, racing would bring the Earnhardt family together, but it wasn’t always an easy road. Now, with unparalleled access and never before seen archival material, the Untitled Earnhardt Documentary promises a profound, revealing, and definitive account of a historic American family.

Presented by Prime Video the Untitled Earnhardt Documentary is produced by Imagine Documentaries, NASCAR Studios, and Everyone Else, in association with Dirty Mo Media. The series is executive produced by Brian Grazer, Ron Howard, Sara Bernstein, and Justin Wilkes of Imagine Entertainment; Matt Summers and Tim Clark of NASCAR Studios; and TJ Martin, Dan Lindsay, and Tony Mayhoff.

Amazon Studios PR