Some music never goes out of style.
Amazon Prime Video tapped country star Eric Church and former Creedence Clearwater Revival frontman John Fogerty to update the band’s classic “Up Around The Bend” to use as the theme for the streamer’s new coverage of NASCAR.
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“Working with Eric Church – an incredible artist who is a true NASCAR fan – and the legendary John Fogerty to put a new spin on his iconic hit gives our coverage a distinctive sound that matches the energy of the sport,” Stacey Rosenson, head of U.S. sports marketing at Prime Video, said in a statement. “Incorporating the anthem into our new commercial featuring the legendary duo of Dale Earnhardt Jr. and Steve Letarte, alongside current Cup Series star Chase Elliott, taps into the heartbeat of NASCAR and underscores our commitment to providing a unique, fun and exciting viewing experience for fans.”
Other media companies are working a little harder to attract fans to new racing properties. Fox Sports ran promotions earlier this year featuring Josef Newgarden, who won the Indianapolis 500 back-to-back twice, as well as Fox Sports lead NFL analyst Tom Brady, to gain fans for IndyCar.
The song debuts Thursday in ads touting Prime Video coverage and will appear on linear platforms through debut May 25. The commercial, produced by 77 Ventures and Boomshot, features racing icon and Prime Video analyst Dale Earnhardt Jr., analyst Steve Letarte and Cup Series star Chase Elliott.
The new anthem will air during Prime Video’s presentation of the Coca-Cola 600 at Charlotte Motor Speedway on Sunday, May 25, and will be integrated into broadcasts throughout the streamer’s exclusive five-race NASCAR Cup Series package.
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