Hot Take: Amazon’s NASCAR Coverage Is a Win — The Cup Series Needs a Title Sponsor, Yesterday

Let’s be real: NASCAR fans love to complain about change. Whether it’s the cars, the points system, or the broadcast partners, there’s always backlash. And now, with Amazon stepping in to cover races, the internet is filled with the usual grumbling, “It should be on cable,” “Streaming is killing the sport,” and “I’m not paying for another service.”

But I’m here to say this: Amazon is exactly what NASCAR needs. It’s sleek, modern, and, most importantly, built for the next generation of fans. If NASCAR wants to grow, it can’t just cater to those who remember the days of TNN and Jeff Gordon in his rookie year. It needs to be where the younger audience already is, online, on-demand, and streaming.

The Amazon broadcast crew has been solid, the graphics package is clean, and the overall production value feels fresh. This isn’t some slapped-together streaming experiment, it’s a well-funded, professional effort that shows Amazon takes NASCAR seriously. That energy is infectious. And it's not just about tech. It's about access. With the right push, Amazon has the power to market NASCAR to viewers who’ve never tuned into a race in their lives.

Now, while I’m on my soapbox, let’s talk about the Cup Series title sponsor. Or, more accurately, the lack of one.

NASCAR is the only major racing series right now whose top division doesn’t have a proper title sponsor. Formula 1? Liberty Media may own the thing, but every race is loaded with title partners. IndyCar? Hello, NTT. Even NHRA’s pro classes have consistent naming sponsors. But in NASCAR’s supposed crown jewel, the series that gave us Dale Earnhardt, Jimmie Johnson, and now Kyle Larson, there’s no big name attached. That’s not prestige. That’s missed opportunity.

Sponsorship isn’t just about money. It’s about identity. The Winston Cup. The Nextel Cup. Even the Sprint and Monster Energy years gave the series a distinct branding. The current “NASCAR Cup Series” label? It sounds like a placeholder.

If NASCAR wants to signal stability, growth, and a long-term vision, they need to bring back a title sponsor. Find a brand that aligns with the future they claim to be building. Whether it's Amazon, Ally, Coca-Cola, or something totally unexpected, NASCAR’s top series should feel like the top. Right now, it feels nameless.

So while some fans are clinging to the past, I’m here rooting for the evolution. Amazon is a step in the right direction. A bold title sponsor for the Cup Series should be next.

Let’s push the edge. The sport needs it.