Prime Video and Coca-Cola Double Down on Motorsport with Indy 500 Sponsorship
Two powerhouse brands are accelerating their marketing efforts in the motorsport arena as Prime Video teams up with Arrow McLaren and Coca-Cola returns as a double sponsor for Kyle Larson during the 2024 Indianapolis 500.
Prime Video, Amazon’s streaming platform, has signed on as a co-primary sponsor for 2021 NASCAR Cup Series champion Kyle Larson in the No. 17 entry fielded by Arrow McLaren and Hendrick Motorsports. The move aligns with Prime Video’s broader sports content strategy and coincides with its promotion of the docuseries “Runnin’ with the Pack,” spotlighting IndyCar driver Josef Newgarden and Team Penske.
Notably, Coca-Cola is amplifying its presence in the event with back-to-back sponsorships. The beverage giant will appear on both Larson’s NASCAR entry in the Coca-Cola 600 and his IndyCar for the Indy 500 in the same weekend—a high-visibility moment that marks Larson’s historic pursuit of completing “The Double,” racing both events on a single day. This dual branding allows Coca-Cola to tap into diverse fanbases while reinforcing its long-standing association with motorsport.
Coca-Cola’s collaboration with Larson is an extension of its ties to Hendrick Motorsports, where Larson drives the No. 5 Chevrolet in the NASCAR Cup Series under a Coca-Cola-affiliated team. The brand’s return to the Indy 500 marks a significant re-engagement with open-wheel racing, having last sponsored in the event during the early 2000s.
For FMCG marketers, these partnerships illustrate a renewed focus on aligning with live, high-engagement sporting events to drive visibility and cultural relevance. Prime Video’s growing investment in sports-themed content suggests a strategic push not only for viewership but also for synergistic brand partnerships that span media and live events. Meanwhile, Coca-Cola’s dual-event strategy exemplifies how brands can leverage integrated campaigns across platforms and disciplines to deepen consumer connection.
With both companies stepping into the spotlight at one of the most-watched motorsport events of the year, the co-branded presence of Prime Video and Coca-Cola will be closely watched by industry observers for its commercial and cultural impact.