All eyes were on Amazon last night as Prime Video aired their first ever NASCAR race with the Coca-Cola 600 at Charlotte. And by all accounts, the streamer delivered in a big way.
It was a landmark occasion as the first ever NASCAR race on an exclusive streaming platform. And while there have been worries and questions over whether or not fans would be able to find the races or access them behind a paywall, there are no concerns about the quality of the broadcast or the roster that Amazon has assembled for the races.
NASCAR races on Amazon feature a mix of old and new voices. Adam Alexander has been a respected NASCAR voice for a long time and received his first major role calling the lap-by-lap action. Alongside him in the booth were Steve Letarte and fan favorite Dale Earnhardt Jr., who were reunited after their years working together on NBC.
The studio crew featured Danielle Trotta hosting alongside newcomers Carl Edwards and Corey Lajoie. Edwards had been the white whale of NASCAR broadcasting after his shock retirement years ago while Lajoie is fresh off a full-time ride in the Cup series last year while just competing in three races so far in 2025.
But judging by how smooth the operation was with both the broadcast booth and studio setups, you would have thought that the trios would have been working together for years.
600 miles is a huge commitment to broadcast, but even with NASCAR’s longest race behind them, Amazon Prime video also aired an extended post-race show, giving NASCAR fans new, dedicated coverage that only a streaming platform with no barriers can provide.
Combine all those elements with a production that was sharp from the camerawork to the audio to the graphics, and the overwhelming social media sentiment with NASCAR fans was that Amazon Prime Video was a massive success in their racing debut.
Hey @NASCARONFOX, do us all a favor and sell the broadcast rights to Amazon. We don’t want you anymore.
I hate to tell y’all this but Amazon Prime is killing the Coke 600 broadcast. I don’t remember a broadcast this good since the 2000s. Give me #NASCARonPrime for every race @DaleJr@NASCAR
Amazon Prime treating NASCAR races how it used to be treated; Dignity, quality and extensive coverage.
This is how it used to feel 20 years ago and its sooooo damn refreshing. I love it. They can cover every Cup race from here until the end of time as far as Im concerned!
Amazon has pushed the bar forward and now it’s up to the other networks who televise NASCAR to respond. Alexander, Earnhardt Jr., and Letarte will also call races for TNT when they pick up their five race summer swing beginning June 28th at Atlanta so it will be nice to hear them for a total of ten races between both platforms.
While there was some trepidation from NASCAR fans about the initial switch to Amazon, now it looks like the major complaint is that the streamer only has five races to air this summer instead of a larger percentage of the Cup schedule.
Nissan Motor Co., Ltd., together with Nissan Motorsports & Customizing Co., Ltd. (NMC), has revealed the Aura NISMO RS Concept at the Tokyo Auto Salon 2026, showcasing a bold vision for a next-generation high-performance electrified hot hatch and hinting at potential future production.
Developed as a technical validation model, the concept evolves from the Aura NISMO and integrates the high-output e-POWER system from the X-Trail NISMO, combining motorsports-inspired engineering with mass-production vehicle technologies. Nissan confirmed it is exploring the feasibility of bringing the concept to market.
Aggressive design with functional aerodynamics
The Aura NISMO RS Concept builds on the brand’s “Agile Electric City Racer” philosophy with a more muscular and track-focused design. Wider fenders expanded by 145 mm, a 20 mm lower ride height and a broader stance give the car a low center of gravity and commanding road presence.
A full aerodynamic package — including a front spoiler, side skirts, rear diffuser with signature NISMO red accents, airflow-optimized front fenders, side air splitters and a dedicated rear spoiler — has been developed to increase downforce while minimizing drag. The concept is finished in an exclusive Dark Matte NISMO Stealth Gray, designed to maintain visual consistency under varying light conditions.
Motorsports-driven performance upgrade
At its core, the concept pairs the compact, lightweight Aura NISMO platform with Nissan’s high-output series-hybrid e-POWER drivetrain, delivering a significant increase in power to the wheels and sharper throttle response.
Handling and stability are enhanced through the widened body, high-grip tires and NISMO-tuned e-4ORCE all-wheel control technology, offering improved traction and cornering capability. Braking is reinforced by large opposed-piston calipers — four-pot units at the front and two-pot at the rear — ensuring strong stopping performance despite an approximate 100-kg weight increase over the standard Aura NISMO.
Nissan and NMC stated that the concept will continue to be refined, with possible applications in motorsport as well as future commercialization.
Strategic importance for NISMO
“Under our Re:Nissan strategy, we are committed to introducing heartbeat models at speed that resonate with customers,” said Yutaka Sanada, President and CEO of NMC. “The Aura NISMO RS Concept is our first offering born from the collective expertise of NMC. NISMO has always pushed people and technology to the limit in motorsports, and we will continue delivering that excitement to customers and fans worldwide.”
Key specifications (Aura NISMO RS Concept)
Length: 4,262 mm
Width: 1,880 mm
Height: 1,485 mm
Kerb weight: 1,490 kg
Front motor: 150 kW / 330 Nm
Rear motor: 100 kW / 195 Nm
Power generation engine: 1.5-litre turbo (106 kW / 250 Nm)
Drivetrain: e-POWER with e-4ORCE AWD
Wheels: NISMO LM GT4, 18×9.0J
Tyres: Michelin Pilot Sport 4 (245/45R18)
With its blend of aggressive styling, electrified performance and motorsports DNA, the Aura NISMO RS Concept highlights Nissan’s intent to redefine the future of performance-oriented hybrid vehicles.
Isack Hadjar recently swapped asphalt for the dunes after he hit the desert in one of motorsport’s toughest machines.
The Red Bull Racing driver took on a challenge in the Ford Raptor T1+, alongside Dakar veteran Mitchell Guthrie.
In the video shared by Red Bull Motorsport, Hadjar was tasked with setting a time within 15 seconds of the benchmark set by Guthrie over five laps.
Isack Hadjar during F1 post-season testing – Photo: Red Bull Content Pool
The young French driver, upon taking the wheel of the Ford Raptor, initially set 4 minutes 18 seconds – well off the 3 minutes 16 seconds set by Guthrie.
Hadjar continued to improve his lap time with more attempts, and his final two runs saw him come within two seconds of the benchmark.
Sharing his reaction to his outing in the rally car, Hadjar stated:
“I rarely have this much fun, best thing ever. To be fair, this car gives you so much confidence.”
Hadjar’s outing recently followed that of former Red Bull Racing driver Daniel Ricciardo, who also tackled the desert in the Ford Raptor T1+.
Hadjar set to be handed Tsunoda’s engineer
Earlier, GPblog reported that Hadjar will have Richard Wood as his race engineer for his debut season at Red Bull Racing.
The 21-year-old, who swapped the Racing Bulls outfit for the Milton Keynes team, will have ‘Woody,’ as he is fondly called, as his engineer.
Woody has served as race engineer for several former Red Bull drivers, including Liam Lawson and, more recently, Yuki Tsunoda.
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(Indianapolis, IN) – The Indianapolis Motor Speedway Museum has named longtime motorsports executive Michael Good as its new president, with Good scheduled to officially begin his role Feb. 2.
Good replaces Joe Hale, who stepped down in June after leading the museum through a period of significant change that included major fundraising efforts and a sweeping, multi-year renovation project.
Before being selected to lead the IMS Museum, Good served as president of Performance Racing Industry, where he oversaw the PRI Trade Show and worked on expanding membership programs, partnerships, and digital initiatives. Museum officials said his background in motorsports business operations and event management played a key role in his selection following a national search.
The museum’s board said Good is expected to help guide the institution through its next phase of growth, building on momentum generated by its recent reopening. The IMS Museum reopened in April 2025 after an extensive renovation that modernized galleries, expanded exhibit space, and introduced more immersive experiences tied to the history of the Indianapolis 500 and American auto racing.
Good, a longtime Indianapolis-area resident, has said the Speedway and its history have been a constant presence throughout his life, making the opportunity to lead the museum especially meaningful.
The IMS Museum operates as an independent nonprofit organization separate from Indianapolis Motor Speedway and is responsible for its own fundraising, operations, and long-term sustainability.
American Communications Construction (ACC) and Aloha Beauty Lounge have extended their primary sponsorship of NHRA Top Fuel driver Tony Schumacher through 2032. This partnership ensures Schumacher will continue racing the No. 15 Top Fuel dragster for Rick Ware Racing, aiming to add to his record of 88 event wins and eight championships. Both sponsors are committed to investing resources for competitive success starting in 2026. Schumacher praised the alignment of values with the sponsors, emphasizing a shared commitment to family and teamwork. As the NHRA prepares for its 75th season, Schumacher looks forward to capitalizing on this stability in his racing career.
By the Numbers
Schumacher aims to secure additional wins to his current total of 88.
He has achieved eight championships in his racing career.
State of Play
Schumacher will collaborate with renowned crew chief Jim Oberhofer this season.
Teammate Clay Millican, another top driver, adds depth to the racing lineup.
What’s Next
The NHRA Mission Foods Drag Racing Series will kick off its 75th season with the NHRA Gatornationals on March 5-8, 2026. With a strengthened team structure and strategic investments, Schumacher is positioned to contend for additional championships.
Bottom Line
The long-term sponsorship extension reflects a serious commitment to excellence in NHRA racing, enhancing Schumacher’s chances of further cementing his legacy as one of the sport’s greatest drivers.
(TestMiles) – I’ve covered racing long enough to know that most people don’t actually understand how drivers get to NASCAR. The mythology says talent rises, sponsors appear, and everything works out. Reality is messier, quieter, and usually dictated by access. That’s why this caught my attention.
Ram isn’t just returning to NASCAR. It’s using entertainment as a scouting tool, a marketing platform, and a filter for something far harder to measure than lap times. Heart. Grit. Composure under pressure. Race For The Seat isn’t about discovering a driver who already made it. It’s about watching someone become one in real time.
That’s worth your time, even if you’ve never watched a full NASCAR Truck Series race.
Kaulig Racing Named Anchor Team for Ram’s Return to NASCAR
Why does this matter right now?
Motorsports is at an inflection point. Costs are high, sponsorships are concentrated, and traditional ladders are narrowing. At the same time, audiences are fragmenting. Younger fans don’t discover racing through Sunday broadcasts alone anymore. They find it through clips, personalities, behind-the-scenes access, and stories that feel human rather than institutional.
Ram understands this moment. Instead of simply fielding trucks and hoping fans notice, it’s turning the return to NASCAR into a narrative event. Race For The Seat makes the process visible. Fifteen drivers. One opportunity. Eight episodes. No illusion that the path is easy or fair.
This matters to fans because it restores context. Racing stops being abstract and starts looking like work again. It matters to aspiring drivers because it reframes access. And it matters to brands because it shows how motorsports relevance can be rebuilt without pretending it’s still 1997.
How does it compare to rivals or alternatives?
Other manufacturers return to racing quietly. Press releases, paint schemes, sponsor decks. All necessary. All familiar. What Ram is doing here is different.
Instead of talking about heritage alone, it’s manufacturing relevance through participation. Ford and Chevrolet dominate the Truck Series through continuity. Ram is re-entering by disruption. Not technical disruption on the track, but cultural disruption around it.
Reality competition isn’t new. Racing documentaries aren’t new. What’s unusual is tying an actual factory-backed seat to an open competition and broadcasting the process before the season even begins. This isn’t simulated. The outcome matters. Someone wins. Someone doesn’t.
That’s a sharper hook than most traditional motorsports marketing, and it acknowledges that modern audiences want to see the work, not just the trophy.
Kaulig Racing Named Anchor Team for Ram’s Return to NASCAR
Who is this for and who should skip it?
This series isn’t just for diehard NASCAR fans. It’s for people who like competition, pressure, and watching individuals tested in unfamiliar environments. If you enjoy sports documentaries, talent competitions, or behind-the-scenes business storytelling, this fits.
It’s also clearly for Ram’s core audience. Truck owners value toughness, endurance, and function over polish. Race For The Seat leans into that mindset. No glamour shots. No shortcuts. Just people being evaluated under stress.
Who should skip it? Anyone expecting scripted drama or manufactured conflict. This isn’t that. The tension comes from reality. From knowing that only one person walks away with a career-altering opportunity.
What is the long-term significance?
Zooming out, this signals a broader shift in how brands and motorsports may intersect going forward. Access, transparency, and storytelling are becoming as important as outright performance metrics. Not instead of them. Alongside them.
Ram’s return to NASCAR isn’t framed as nostalgia. It’s framed as relevance. By the time the winning driver lines up in Daytona in 2026, fans won’t just recognize the truck. They’ll recognize the person inside it.
That’s powerful. And it suggests a future where motorsports doesn’t just crown champions, but introduces them.
In the high-octane world of stock car racing, where fortunes are made and lost at 200 mph, a bombshell rumor is revving up the engines of speculation: the France family, the iron-fisted stewards of NASCAR since its dusty beginnings in 1948, might finally be eyeing the exit ramp.
–by Mark Cipolloni–
Valued at a staggering $5 billion by Goldman Sachs back in 2023, the empire that Bill France Sr. built from beachside bootlegger races could be up for grabs—just weeks after a bruising legal defeat and settlement that exposed cracks in the family’s once-unassailable control.
The spark? A landmark antitrust lawsuit filed by Michael Jordan’s 23XI Racing and Front Row Motorsports, which accused NASCAR of monopolistic practices and unfair charter agreements. The case, settled in December 2025 for undisclosed terms, didn’t just cost the France family millions—it peeled back the curtain on internal frustrations, with leaked texts revealing NASCAR execs like Steve Phelps dismissing team demands as “insanity” and threatening to revoke charters. Adding fuel to the fire, Phelps announced his resignation as commissioner on January 6, 2026, leaving the sport’s leadership in limbo and fans howling for change.
Insiders whisper that the fallout has pushed the Frances—led by 81-year-old Jim France and his niece Lesa France Kennedy—to consider outside investors or even a full sale. Puck News reported on January 9 that media giants and private equity sharks are circling, with names like Liberty Media (owners of Formula 1), TKO (UFC and WWE), Ares, Arctos, and Sixth Street in the mix. This isn’t the first pit stop for sale rumors; back in 2018, the family flirted with Goldman Sachs on a potential deal but backed off. Now, with team valuations skyrocketing and revenues from a new $7.7 billion media deal on the horizon, the timing feels ripe—or desperate, depending on who you ask.
Picture this: It’s a crisp January morning in Daytona, the spiritual heart of NASCAR, where the ghosts of legends like Dale Earnhardt still echo in the grandstands. Jim France, the reclusive patriarch who’s rarely seen without his signature sunglasses, huddles with advisors in a sleek boardroom overlooking the tri-oval. The lawsuit’s sting lingers—teams like 23XI demanded equity stakes, and while the settlement included evergreen charters and revenue tweaks, it didn’t heal the divide. “The France family’s commitment to keeping NASCAR private is being tested after these turbulent months,” noted Sports Business Journal, highlighting fan backlash, declining attendance, and a sense that the sport’s golden era is fading.
On social media, the rumor mill is overheating. Fans and insiders alike are buzzing: “Merry Christmas to everyone who wanted the France family to sell,” quipped a Reddit thread, while X users like @DavidfromMd2 demanded, “When does the France Family announce the sale of NASCAR?” Even team owners are intrigued; Race Team Alliance’s Jonathan Marshall hinted during the lawsuit that squads might bid for equity, turning NASCAR into a more collaborative beast. But not everyone’s cheering—some fear a corporate takeover could dilute the sport’s gritty, American roots, with one X poster warning, “Screw Red Bull, at least these owners are American.”
Dig deeper, and the plot thickens. NASCAR’s CFO testified in court about $400 million in distributions to the France family from 2021-2024, mostly for taxes under their S-Corp setup. Critics call it “wetting their beak” like a mafia cut, with one fan labeling it “pure mafia right there.” And Jim France’s own salary? A cool $3.5 million annually, per his testimony. With charters now fetching nine figures and international expansion lagging, could private equity inject the cash needed for a global push—or just strip-mine the sport for profits?
Yardbarker speculates the Frances might seek “strategic partners” like real estate firms to develop tracks, avoiding a full handover. But The Express reports Jim France is pondering a historic move post-settlement, potentially selling stakes to ease the pressure. Phelps himself floated equity sales in February 2025, signaling the family might bend for the first time.
As the 2026 season looms, with the Clash at the Coliseum just weeks away, the question hangs like exhaust smoke: Will the France dynasty hold the wheel, or hand over the keys to a new era? One thing’s certain—in NASCAR, rumors travel faster than the cars. Stay tuned; this story’s got more laps to run.
