When it comes to NASCAR content, Amazon Prime Video is diving headfirst into the sport with a Dale Earnhardt documentary. Simply titled Earnhardt, the project is being produced by Imagine Entertainment partners Brian Grazer and Ron Howard.

Detailing the career and life of Dale Earnhardt Sr., NASCAR and Prime Video are going to get quite a program. It looks like it will not only be a look at his life as a racer, but also the things behind the scenes.

NASCAR fans will be able to watch this Memorial Day Weekend. That is the same weekend that NASCAR makes the move to the five-race slate on Prime Video starting with the Coca-Cola 600.

Dale Earnhardt Jr. is involved in this documentary. He will also be in the booth for the Prime Video races this summer.

In recent years, Dale Earnhardt Jr. has been working on doing more, it seems, to highlight his father’s legacy. His Becoming Earnhardt podcast series was fantastic and I can’t wait for more of that. This documentary, I’m sure, will be just as fantastic.

If Prime Video wants to win over NASCAR fans, this is a good way to do so. This will hopefully attract the eyes of new fans, old fans, and fans who don’t watch anymore, and remind them that there is racing. It will be right there for them to see on Prime Video, as well.

Soon, NASCAR races will be coming to Prime Video. How does the sport expect viewership to look with the first foray into streaming? Well, it shouldn’t be too much different than what the Cup Series sees on cable.

At least, that is what NASCAR president Steve Phelps is saying about Prime Video. There are fans who will be upset that they have to go to a streaming platform to watch races, but this is the new thing in sports.

This season, NASCAR fans will watch the Coca-Cola 600 at Charlotte on Prime Video. Prime will also carry Nashville, Michigan, Mexico City, and Pocono. Prime Video plans to have extended postrace coverage with no restrictions on the streaming platform as far as scheduling and time, as you see on traditional TV.

This season it is like a switch flipped and now marketing is the hot new thing in NASCAR. It helps that the sport is paying thousands to millions of dollars to drivers to promote the sport in various ways. A Dale Earnhardt documentary doesn’t hurt, either.