By Silvia Schweiger| Posted April 4, 2025 | In Motorsports
By Silvia Schweiger| Posted April 4, 2025 | In Motorsports
Amazon Prime Video is making a bold statement in the world of motorsport sponsorship by stepping in as the presenting sponsor for Kyle Larson’s unprecedented attempt to conquer two of auto racing’s most iconic events in one day. On May 25, 2025, Larson plans to tackle both the Indianapolis 500 and the Coca-Cola 600—a challenge that has come to be known as “The Double.”
In a move that underscores its commitment to high-octane entertainment and sports innovation, Prime Video is not only funding Larson’s endeavor but also taking charge of an extensive documentary production. This film aims to capture the rigorous training, strategic planning, and mental fortitude required to perform in two back-to-back grueling races. By doing so, the streaming giant is set to provide fans with an insider’s look at the challenges and triumphs that define the high-stakes world of motorsports.
Kyle Larson, who clinched the NASCAR Cup Series championship in 2021, is no stranger to high-pressure racing scenarios. His upcoming challenge involves competing in the 109th running of the Indianapolis 500 followed by the Coca-Cola 600 at Charlotte Motor Speedway. These events, celebrated as pillars in the motorsport calendar, demand not only exceptional driving skills but also extraordinary endurance and precise coordination. Successfully managing the logistics and physical strain of two of these premier races on the same day places Larson among an elite group of drivers daring enough to attempt such a feat.
Complementing the sponsorship, Prime Video’s documentary project is set to delve deep into Larson’s preparation. The film will chronicle the exhaustive physical training sessions, technical briefings, and strategic discussions that fuel his pursuit of “The Double.” By highlighting these behind-the-scenes efforts, the documentary aims to humanize the intense world of professional racing, offering viewers a rare glimpse into the preparation required for one of motorsports’ toughest challenges. This narrative approach not only enhances viewer engagement but also aligns with Prime Video’s broader strategy of delivering content that merges sports and storytelling.
Prime Video’s involvement in Larson’s dual challenge marks a significant strategic investment in the evolving landscape of sports media. By aligning its brand with one of racing’s most demanding endeavors, Prime Video reinforces its position as a key player in sports entertainment. This sponsorship is anticipated to boost the streaming service’s visibility among auto racing enthusiasts and broader sports audiences alike. Moreover, it highlights a trend where traditional sponsorship models are being reimagined through integrated content production that offers both live sports coverage and supplementary behind-the-scenes storytelling.
As Larson gears up for this historic day, the motorsports community eagerly anticipates the unfolding drama. Prime Video’s dual approach—combining sponsorship with immersive documentary storytelling—sets a new standard in how sporting events are presented and experienced. This initiative not only celebrates the spirit of competition but also paves the way for future partnerships that blend live action with compelling narrative content. The success of this venture could redefine sponsorship dynamics, influencing how brands engage with sports fans in the digital age.
Prime Video’s sponsorship of Kyle Larson’s bid to complete “The Double” represents a bold fusion of sports sponsorship and multimedia storytelling. This initiative not only supports one of motorsports’ most formidable challenges but also illustrates how modern media companies are reshaping the narrative around high-profile sporting events. As the day of the races approaches, both fans and industry insiders watch with anticipation, ready to witness a remarkable convergence of athletic prowess, strategic brilliance, and innovative content creation.
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Associate Director, Executive Marketing and Commercial at RTR Sports Marketing, a London-based sports marketing company specializing in motorsport for over 25 years. Without sports, life is boring
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Read MoreIn an era where it is possible to get anywhere with a click, there is a strong temptation to approach teams and properties directly for sponsorship projects.
By doing so, we are convinced that we are shortening the value chain, saving time and money. However, these DYI methods are anything but risk-free and what initially appears to be a competitive advantage soon turns into a problem that is difficult to resolve. That’s why there are agencies. And this is why you should rely on us for your sponsorships.
When first approaching a motorsport sponsorship project, it is difficult to know immediately which stakeholders are correct, what the decision flow is, and what the right timelines are for each process. Motorsport is a very specialized field of action, and fitting effectively into its paths can take a lot of time and therefore money. We, on the other hand, know referents and spheres of action and know who to talk to, when and how. So you are also more effective.
Motorsport is an immense passion, and for our heart colors we would be willing to do anything. But business is a different business, and it is important to make the best possible strategic decisions based on independent research, statistics and reliable data. A motorsport sponsorship agency like RTR has an objective, 360-degree picture of the scenario and can tell you what is really best for you: which racing series, which athlete, which team. This is because we possess a great deal of data and information on ratings, segmentation and attitudes. Because the numbers don’t lie. Never.
Activations are the real heart of motorsport sponsorship. Without them, there remains only a blank sticker on a motorcycle, car or uniform and no contact with the public, no emotional connection, no impact on the bottom line. Then how do you do it? It certainly won’t be the teams or the athletes who will help you leverage sponsorship and enjoy the many marketing rights you have paid for. To bring out the best in a motorsport marketing project, you need an agency that knows how to use sponsorship to engage the fanbase online, to reach out to Shopping Centers, to organize hospitality, to develop B2B and B2C opportunities, and to get “your” athletes in front of millions of potential consumers.
Would you ever go to the dealer who sold you the car and ask if the competitor’s car is better? No, of course. So, how do you expect to get firm measurements of the effectiveness of your sponsorship if you do not rely on someone super partes? At RTR, we have always worked with independent third-party agencies that allow us to know the return on any exposure of your brand on TV and in the media. In addition, we believe in calculating ROI as the ultimate measure of your success-so we can tell you for every penny you spend how much you are making.
We have been involved in motorsport sponsorship and sports marketing for more than 15 years. We are consultants in the sense that our goal is to maximize your investment, but we are also an agency that manages the project from start to finish. We have been doing this since 1995 with passion and professionalism, following three principles that have become cornerstones of our business: independence, verticality and transparency.
I would like to highlight the fact that one of the qualities of RTR is its great ability to approach the sponsorship scenario strategically, together with its passionate attitude, its amazing enthusiasm for solving problems, and its high level of professionalism.
Gianluca Degliesposti
Executive Director Server&Storage EMEA
Eurosport is truly delighted with its business relationship with Riccardo Tafà, who has become extremely popular, thanks to his detailed knowledge of the sports marketing sector and his highly diligent attitude to work.
Francois Ribeiro
Commercial Director
Passion and Expertise are the features that I have found in RTR since the very beginning. Serious and reliable professionals but also very helpful, nice and open-mind people, willing to listen and compare different ideas. All the values in which RTR believes make this agency a partner, not just a supplier, a partner with whom we have had the opportunity to achieve significant commercial results in term of success and image.
Luca Pacitto
Head of Communication
We have been working with RTR Sports Marketing for over 10 years. The objectives and the programmes of collaboration continue to be renewed and to grow with mutual satisfaction. I believe RTR is a team of great professionals led by Riccardo Tafà, who I consider a manager of exceptional skills and with a great passion for his work.
Lucio Cecchinello
Team Principal
I have known and worked with Riccardo Tafà since 1995 when we collaborated for the first time on a project for the Williams Formula 1 team. Several clients followed. After leaving Williams to work for Gerhard Berger then owner of the Toro Rosso F1 Team, I turned again to Riccardo to seek his help in finding a tool supplier for the team and Riccardo duly obliged with an introduction to USAG, a partnership with Toro Rosso which endured for five years. I recently started a new role as Group Commercial Director for the renowned Andretti Autosport organisation and I find myself working with Riccardo once again on a number of interesting projects. Why has this relationship with Riccardo endured ? He’s smart, knows the commercial side of sport inside out and back to front and he’s honest and trustworthy. Riccardo Tafà is a “doer” not a “talker”: in over 20 years I have never had a dispute either with him or with a company that he has introduced and each partnership introduced by Riccardo has delivered quantifiable ROI to rights holder and sponsor alike. I can think of no better testimonial of Riccardo’s diligence, knowledge, contact base and hard work than that.
Jim Wright
Group Commercial Director
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