In what is already being called one of the biggest power moves in NASCAR history, Tony Stewart—three-time NASCAR Cup Series Champion and team owner of Stewart-Haas Racing—has just made a blockbuster announcement that has the entire motorsport world buzzing. The deal, finalized just minutes ago, is poised to reshape the competitive landscape of NASCAR and spark a major shift in how the sport operates going forward.
The Shocking Reveal
During a surprise press conference streamed live from the Stewart-Haas Racing headquarters in Kannapolis, North Carolina, Stewart revealed that he has entered into a groundbreaking partnership with Amazon Prime Sports, a deal valued at an estimated $215 million over five years.
“This is about more than racing. This is about reimagining how fans experience NASCAR from every angle—behind the wheel, behind the scenes, and beyond,” Stewart declared. “We’re bringing NASCAR into a new era.”
This historic streaming and content production deal will not only give Amazon exclusive rights to an upcoming docuseries about Stewart-Haas Racing’s 2026 season, but also include exclusive team content, live race-day features, and interactive digital experiences for fans around the world.
What This Means for NASCAR
This move marks a radical departure from NASCAR’s traditional media approach, and positions Stewart-Haas Racing at the forefront of sports entertainment innovation. Industry experts believe this is the first step in a larger trend, as younger audiences increasingly turn to digital platforms for sports content.
“This could set the tone for a complete transformation of NASCAR’s fan engagement model,” said motorsports analyst Brian Cottle. “If it works, other teams will follow suit—and fast.”
Additionally, the deal reportedly includes Amazon’s investment in a state-of-the-art data analytics system to be integrated into Stewart-Haas Racing’s operations. This could give Stewart’s team a serious edge on the track, making real-time strategic decisions based on AI-driven telemetry and driver feedback.
Why Now?
This massive announcement comes amid growing uncertainty about Stewart-Haas Racing’s future. Over the past two seasons, the team has struggled to match the dominance of rivals like Hendrick Motorsports and Joe Gibbs Racing. There has also been speculation that Tony Stewart was considering scaling back his involvement in NASCAR altogether.
Today’s announcement shuts those rumors down—decisively.
“People thought I was stepping away. They were wrong,” Stewart said with a smile. “I’m stepping forward.”
The timing also coincides with a growing chorus of complaints from drivers and fans alike about NASCAR’s lack of transparency, outdated broadcasting models, and inconsistent officiating. Stewart’s partnership with Amazon appears to be a direct challenge to the old ways of doing business.
Driver Reactions
News of the deal spread like wildfire through the NASCAR garage, with many drivers expressing excitement and curiosity:
Chase Briscoe, a Stewart-Haas driver, tweeted: “Let’s go! This is the kind of energy the sport needs!”
Denny Hamlin commented: “Bold move. Could be a game changer if done right.”
Kyle Larson posted: “Respect to Tony. This is next-level thinking.”
What Comes Next?
According to the press release, fans can expect:
A 10-episode docuseries on Amazon Prime in 2026, with unprecedented access to drivers, crew chiefs, and behind-the-scenes moments.
A new interactive app experience launching early 2026, combining real-time race tracking, fan voting, and even virtual pit tours.
Amazon to become the primary sponsor for one of Stewart-Haas Racing’s flagship cars, with the vehicle’s unveiling scheduled for Daytona 2026.
Stewart also hinted at plans for youth racing development programs and international driver scouting, backed by Amazon funding, to globalize his team’s influence.
A Turning Point for the Sport
While NASCAR officials have yet to release a full statement, sources say that the league was briefed just hours before the public announcement. There is already speculation that NASCAR may need to adjust existing media contracts to accommodate this unprecedented deal.
“It’s not just a business move—it’s a bold challenge to the status quo,” said ESPN reporter Rachel Worth. “Tony Stewart is betting big on the future of the sport, and he’s bringing a tech giant along for the ride.”
Final Thoughts
Tony Stewart has never been afraid to push boundaries—as a driver, team owner, or public figure. But with this $215 million partnership, he may have just taken the biggest leap of his career.
One thing is certain: NASCAR will never be the same again.
Stay tuned. This story is just getting started.
