In a thrilling fusion of motorsports and entertainment, Prime Video has co-sponsored a monumental double-header event in the racing world – Kyle Larson’s Indy 500/Coca-Cola ‘Double’. This high-stakes collaboration marks a significant milestone in the rapidly evolving landscape of sports sponsorship. As the Indy 500 and the Coca-Cola 600 align in a rare scheduling coincidence, Larson will attempt to conquer both grueling events within a 96-hour window.
For fans of Prime Video, the connection may be obvious, given the platform’s growing influence on the global entertainment scene. However, what’s truly noteworthy here is the intersection of sports marketing and streaming. This bold move by Prime Video not only cements its presence in the racing world but also raises intriguing questions about the future of sponsorship deals and the evolving nature of fan engagement.
Nascar’s Uncertain Future
Racing into Uncertainty
The traditional preseason Clash event introduced a new field of Cup Series drivers with fresh paint schemes to Nascar fans. While teams turn a wheel in anger for the first time at this weekend’s Daytona 500, there is already enough off-track contention as it is before the racing begins. Namely, the ongoing court case between Nascar and two of its teams, 23XI Racing and Front Row Motorsports.
Thanks to a preliminary injunction delivered in December, the two teams are competing as chartered entries in 2025 despite taking legal action against the series, something that looked unlikely a few months ago. Nascar’s motions to dismiss the antitrust lawsuit were dismissed by a judge earlier this month. This sets the scene for what could be a tumultuous year for the stock car racing series at a time when it’s in need of certainty.
The Cost of Change
Sponsors – both current and potential – will be nervous of the ramifications of both the lawsuit and Nascar’s new media rights deal that covers four different broadcasters. Just five regular season races will be shown on commercial television in 2025 and viewers will need to navigate six different platforms to watch the full season. Moreover, the majority of race weekends will require two subscriptions to catch practice, qualifying and the race.
According to data from SportsPro’s Nascar commercial guide, a higher annual TV fee, but at what cost? As already mentioned, this is the first year of Nascar’s new seven-year domestic media rights deals with Fox Sports, NBC, Warner Bros Discovery (WBD) and Amazon, which are reportedly worth a combined US$7.7 billion until 2031. This comes in below the total value of the previous rights deal worth US$8.2 billion but, crucially, the new contract is worth more per year at US$1.1 billion.
What remains to be seen, though, is the knock-on effect on viewership. Between 2015 and 2019, the Nascar audience shrunk from an average of 5.1 million viewers per race to 2.92 million. Since then, viewership has stabilised around the three million mark, with last year’s average audience hitting 2.87 million.
Sponsorship Woes
The difference this year will be the introduction of streaming platforms, with Prime Video and TNT Sports’ Max taking a package of five races each. Combined with the drastic reduction in races on commercial television – nine in 2025 compared to 20 last year – and there is a veritable apprehension about the year to come.
This is not helped by Formula One’s increasing efforts to expand its audience in the US, alongside IndyCar’s landmark TV deal with Fox that grants it 19 windows of coverage on the network’s flagship channel. Increased competition is not what Nascar needs in such a pivotal year.
Revenue shrinkage in 2024 and its implications for Nascar’s partners. The latest available estimates published by GlobalData have Nascar’s revenue across its 2024 portfolio of sponsors at US$362.34 million. This is a drop of nearly 15 per cent compared to 2023’s figure of US$425.06 million.
In 2023, Sunoco contributed the most of any sponsor with an investment of US$26.25 million. Last year, Goodyear led the way with US$25 million and Sunoco dropped to tenth overall with US$10 million. Of the partners in the top 20 for sponsorship deal value in 2024, the four premier partners are significant contributors: Xfinity (US$20 million), Coca-Cola (US$16 million), Geico (US$15 million) and Busch (US$15 million).
The Double Duty Challenge
A Test of Endurance
It’s Indy 500 week, which means it’s the perfect time to talk about one of the most underrated tests of endurance in motorsport: the Double Duty.
The Double Duty, or the “Indy-Charlotte Double”, involves racing in the INDYCAR Indianapolis 500 and then immediately flying 428 miles to compete in the NASCAR Coca-Cola 600 in Charlotte, NC on the same day. Not only is this challenge physically and mentally demanding, it is a logistical nightmare.
From coordinating transport from track to airfield, to managing flights between states, timing is crucial. Even a mere 5-minute delay to the grueling schedule will cause a driver to miss their chance at completing the Double.
Just a handful of drivers have tried, and only Tony Stewart succeeded in 2001, completing all 1,100 miles of both races without being a lap down.
Kyle Larson’s Attempt
This year, we’re going to see the first attempt in a decade to complete the Double. NASCAR Champion, Kyle Larson, will attempt Double Duty this Sunday, driving for Arrow McLaren IndyCar in the Indy 500 and Hendrick Motorsports in the Coca-Cola 600.
I’m surprised that the likes of DHL Express or FedEx haven’t jumped on the chance to sponsor Kyle’s attempt to complete the Double. What better way to demonstrate your company’s express services than pulling off one of the greatest logistical challenges in motorsport?
Hopefully, Kyle will be successful in his attempt this year, and you never know, maybe next time we’ll see him complete it in a DHL Express branded plane (if so, I’m taking full credit…)
Nascar Champion’s First Attempt in a Decade to Complete the Double
Kyle Larson, the NASCAR Champion, is set to attempt the Double Duty, a feat that only a handful of drivers have tried, and only Tony Stewart has succeeded in completing. The Double Duty, also known as the “Indy-Charlotte Double”, involves racing in the INDYCAR Indianapolis 500 and then immediately flying to compete in the NASCAR Coca-Cola 600 in Charlotte, NC on the same day.
This year’s attempt marks the first time in a decade that a driver has tried to complete the Double, and it’s a challenge that requires precise timing and coordination. From coordinating transport from track to airfield, to managing flights between states, every minute counts, and even a mere 5-minute delay to the grueling schedule will cause a driver to miss their chance at completing the Double.
The Importance of Timing and Coordination in the Double Duty
The Double Duty is not only physically and mentally demanding but also a logistical nightmare. The tight schedule requires careful planning and execution, and any delay can be catastrophic. Tony Stewart’s successful attempt in 2001 is a testament to the importance of timing and coordination in the Double Duty.
With Larson’s attempt this year, the stakes are high, and the challenge is immense. The slightest hiccup in the schedule can throw the entire operation off track, and it’s a testament to the driver’s skill, physical and mental endurance, and the team’s logistical prowess.
The Potential Benefits of Sponsoring Kyle Larson’s Attempt
With the Double Duty being one of the most underrated tests of endurance in motorsport, sponsoring Kyle Larson’s attempt could be a golden opportunity for companies like DHL Express or FedEx. What better way to demonstrate your company’s express services than pulling off one of the greatest logistical challenges in motorsport?
By sponsoring Larson’s attempt, companies can showcase their capabilities, demonstrate their expertise, and associate their brand with one of the most challenging and prestigious events in motorsport. It’s a unique opportunity for brands to stand out, and Unionjournalism believes that it’s an opportunity that should not be missed.
The Human Factor
The Human Body’s Limitations and the Risks of Completing the Double
The Double Duty is an extreme test of human endurance, pushing drivers to their physical and mental limits. The physical demands of racing in two high-speed events in a single day, combined with the mental pressure of performing at the highest level, take a toll on the driver’s body.
The risks of completing the Double are numerous, from dehydration and exhaustion to mental fatigue and decreased concentration. The slightest mistake can have catastrophic consequences, and the driver’s safety is always at risk.
The Mental Preparation Required for Drivers to Attempt the Double
The mental preparation required for drivers to attempt the Double is immense. Drivers need to be able to focus, concentrate, and perform at the highest level, even when their bodies are screaming for rest.
It’s a test of mental toughness, resilience, and determination, and only the strongest and most focused drivers can hope to succeed. The pressure to perform, combined with the physical demands of the event, make the Double Duty a true test of human endurance.
The Impact of Failure on a Driver’s Career and Reputation
Failing to complete the Double can have significant consequences for a driver’s career and reputation. The pressure to perform, combined with the risk of failure, can be overwhelming, and a failed attempt can dent a driver’s confidence and credibility.
However, a successful attempt can catapult a driver to superstardom, cementing their reputation as one of the greatest drivers in motorsport. The stakes are high, and the rewards are immense, making the Double Duty a true test of a driver’s mettle.
Implications and Analysis
The View from the Top
Prime Video’s co-sponsorship of Kyle Larson’s Double Duty attempt is a significant development in the world of motorsport sponsorship. The deal is a testament to the growing importance of partnerships in motorsport, and Unionjournalism believes that it’s a trend that will continue in the future.
The Coca-Cola deal, which is reportedly worth $16 million, is another significant development in the world of motorsport sponsorship. The deal is a testament to the enduring appeal of motorsport, and Unionjournalism believes that it’s a sign of things to come.
The Importance of Partnerships in Nascar’s Future Success
Partnerships are critical to Nascar’s future success, and Unionjournalism believes that they will play an increasingly important role in the sport. With the new media rights deal worth $7.7 billion, Nascar needs to attract and retain sponsors to remain competitive.
The importance of partnerships cannot be overstated, and Unionjournalism believes that they will be a key factor in Nascar’s future success. By partnering with brands like Prime Video and Coca-Cola, Nascar can increase its reach, improve its credibility, and attract new fans to the sport.
The View from the Bottom
The Impact of Nascar’s Uncertainty on Fans and Viewers
The ongoing court case between Nascar and two of its teams, 23XI Racing and Front Row Motorsports, has created uncertainty in the sport. The lawsuit, which is reportedly worth millions of dollars, has created a sense of unease among fans and viewers.
The uncertainty surrounding the sport’s future is a major concern, and Unionjournalism believes that it’s a challenge that Nascar needs to address. With the new media rights deal worth $7.7 billion, Nascar needs to provide clarity and stability to its fans and viewers.
The Rise of Alternative Motorsport Leagues and Their Impact on Nascar’s Reach
The rise of alternative motorsport leagues, such as Formula One and IndyCar, is a significant challenge to Nascar’s dominance. The leagues are attracting new fans, and their growing popularity is a threat to Nascar’s reach.
Unionjournalism believes that Nascar needs to adapt to the changing motorsport landscape, and that it needs to innovate to remain competitive. By partnering with brands like Prime Video and Coca-Cola, Nascar can increase its reach and attract new fans to the sport.
The Importance of Adaptation and Innovation in Nascar’s Future Success
Nascar’s future success depends on its ability to adapt and innovate. The sport needs to evolve to remain relevant, and Unionjournalism believes that it needs to embrace new technologies, new formats, and new partnerships to attract new fans.
By adapting to the changing motorsport landscape, Nascar can remain competitive, and Unionjournalism believes that it’s a key factor in the sport’s future success.
The Road Ahead
Nascar’s Path Forward in a Changing Motorsport Landscape
Nascar’s path forward is uncertain, but Unionjournalism believes that it needs to focus on partnerships, innovation, and adaptation to remain competitive. The sport needs to evolve to remain relevant, and it needs to attract new fans and partners to remain successful.
The road ahead is challenging, but Unionjournalism believes that Nascar has the potential to thrive in a changing motorsport landscape. By embracing new technologies, new formats, and new partnerships, Nascar can remain competitive and attract new fans to the sport.
The Importance of Partnerships and Sponsorship in Nascar’s Future Success
Partnerships and sponsorship are critical to Nascar’s future success, and Unionjournalism believes that they will play an increasingly important role in the sport. By partnering with brands like Prime Video and Coca-Cola, Nascar can increase its reach, improve its credibility, and attract new fans to the sport.
The importance of partnerships cannot be overstated, and Unionjournalism believes that they will be a key factor in Nascar’s future success. By partnering with brands and organizations, Nascar can remain competitive, and Unionjournalism believes that it’s a key factor in the sport’s future success.
The Potential for Growth and Innovation in Nascar’s Future
Nascar’s future is full of potential, and Unionjournalism believes that it has the potential to thrive in a changing motorsport landscape. By embracing new technologies, new formats, and new partnerships, Nascar can attract new fans and partners, and remain competitive.
The potential for growth and innovation is immense, and Unionjournalism believes that Nascar has the potential to remain a dominant force in motorsport. By adapting to the changing landscape, Nascar can remain competitive, and Unionjournalism believes that it’s a key factor in the sport’s future success.
Conclusion
The recent partnership between Prime Video and Kyle Larson’s Indy 500/Coca-Cola ‘Double’ marks a significant milestone in the world of motorsports and entertainment. As discussed in the article, Prime Video’s co-sponsorship deal with Larson’s team highlights the growing intersection of sports and streaming, with the platform seeking to increase its reach and engagement with motorsports fans. This strategic move not only underscores the popularity of the Indy 500 but also Prime Video’s commitment to delivering high-quality content to its subscribers.
The implications of this partnership extend beyond the realm of entertainment, as it sets a new precedent for the way sports and streaming intersect. As the sports landscape continues to evolve, it’s likely that we’ll see more partnerships between streaming platforms and sports teams and events. This could lead to a more immersive and engaging experience for fans, with exclusive content and behind-the-scenes access to their favorite athletes and teams. Furthermore, the collaboration between Prime Video and Larson’s team may also pave the way for future initiatives that blur the lines between sports and entertainment, creating new opportunities for storytelling and fan engagement.
As the motorsports landscape continues to shift, one thing is certain: the future of sports and entertainment is converging. With streaming platforms like Prime Video at the forefront of this convergence, fans can expect even more innovative and immersive experiences in the years to come. As the excitement around the Indy 500 and Prime Video’s partnership continues to build, one thing is clear: the future of sports and entertainment is about to get a whole lot more thrilling.