NASCAR CEO Steve O’Donnell confirmed that Prime Video wanted to purchase additional races but couldn’t due to the sport’s existing media rights agreement. That deal extends through 2031 and limits flexibility for adjustments.
The streaming platform concluded its five-race package in June with the Anduril 250 at Naval Base Coronado. Viewers responded positively, with 83% of respondents in an X poll by journalist Jeff Gluck saying they loved the coverage. Another 13% reported liking it.
Contracts lock in the schedule until 2031
The current seven-year cycle splits the Cup Series among four networks, including The CW for the O’Reilly Auto Parts Series. Fox broadcasts the first 12 points races, Prime Video carries five, TNT handles another five, and USA Sports covers the final 14.
O’Donnell stated that negotiations for the next cycle won’t begin until 2029. That timeline gives NASCAR nearly three years to strengthen its position before the $1.1 billion annual media value is reevaluated. He described the current setup as successful, noting that all broadcasters—including Prime Video and Turner—have asked for more races.
“We have contractual obligations, but I can say that if you talk to Prime, they wanted more,” O’Donnell said. “Turner felt the same way. That’s encouraging for us.”
He mentioned that executives at Fox, Amazon, and Turner have all expressed satisfaction with the sport’s trajectory and see opportunities for expansion. The next step involves translating that enthusiasm into higher viewership, especially among younger audiences.
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Fan demand for deeper storytelling
NASCAR has urged its broadcast partners to emphasize data and strategy in their coverage. This change has connected with fans. O’Donnell highlighted a recent Prime Video segment where RFK Racing co-owner Brad Keselowski used telemetry to break down how a driver saved fuel for a strategic edge.
“Fans want more details and narratives,” O’Donnell said. “We’re sharing that feedback with all our partners: focus on the story behind the data.”
Fox, which had faced criticism for its informal approach, seems to have refined its style. O’Donnell noted that the network improved its Daytona 500 broadcast this year after observing Prime Video and TNT’s methods.
Ticket sales and sponsorships are rising, with seven events sold out in 2026. Social media interaction has also increased, though O’Donnell admitted the sport must still attract younger viewers. For now, the priority is fulfilling the current agreement while ensuring the next one begins from a stronger foundation.
Until then, Prime Video’s five annual races will remain the extent of its involvement. The platform’s smart technology integration during broadcasts has set a standard for how digital tools can enhance live sports coverage.