Prime Video announced on Tuesday that they have entered into a partnership with NASCAR star Kyle Larson.
The partnership will see Prime Video serve as an associate sponsor to Larson for both the Indianapolis 500 and the Coca-Cola 600, the double that Larson will once again attempt.
Larson will reveal the liveries that he will use on Wednesday as he prepares to compete in the Greatest Spectacle In Racing with Arrow McLaren.
Prime Video will create a documentary about Larson’s journey to the double. Speaking about the announcement, Stacey Rosenson, Head of U.S. Sports Marketing, Prime Video said:
Kyle’s double attempt is one of the most exciting storylines in all of sports, and we’re thrilled to be part of it. “As we prepare to broadcast our first NASCAR Cup Series race with the Coca-Cola 600, having this kind of historic moment unfold live on Prime Video – and capturing it in a documentary film – is a truly unique opportunity. We’re looking forward to sponsoring Kyle’s effort and taking fans inside the intensity and emotion that go with it.”
The documentary is being directed by Emmy and Peabody Award-winning filmmaker Cynthia Hill. It is produced by Hill’s Markay Media, Imagine Documentaries and Hendrick Motorsports, in association with NASCAR Studios and Penske Entertainment.
The documentary will be released in 2026. Rick Hendrick, owner of Hendrick Motorsports and co-owner of the No.17 Arrow McLaren Chevrolet commented saying:
We’re proud to grow our relationship with Prime Video. “They’ve made a bold commitment to our sport, and this is a powerful way to promote their platform across two of the most iconic events in racing. We’re excited to welcome Prime Video to the effort, showcase their brand on such a big stage and collaborate on what will be an incredible documentary project. The film is going to show Kyle like people have never seen him – his preparation, his mindset and what it takes to pursue such a daunting challenge.”
Kyle Larson who wonn rookie of the year at the 2024 Indianapolis 500 commented saying:
Last year gave us a great foundation, and now we get to build on it. “I’m excited to come back stronger in 2025 and give it everything we’ve got to finish all 1,100 miles. Having Prime Video on board – especially with them streaming the 600 and documenting my whole experience – is pretty special. May is going to be a crazy month, and I’m ready to get after it.”