Amazon Prime Video has teamed up with country star Eric Church and former Creedence Clearwater Revival leader John Fogerty to give a fresh update to the band’s classic song “Up Around The Bend.” This revamped version will serve as the theme for the streamer’s new coverage of NASCAR, bringing a modern twist to a timeless tune.
Stacey Rosenson, Head of U.S. Sports Marketing at Prime Video, expressed excitement about the collaboration, stating, “Working with both Eric Church and the legendary John Fogerty to put a fresh spin on this iconic hit gives our coverage a distinctive sound that matches the energy of the sport.” The new anthem will be featured in commercials showcasing racing icon Dale Earnhardt Jr., analyst Steve Letarte, and Cup Series star Chase Elliott, highlighting Prime Video’s commitment to providing a unique and exciting viewing experience for fans.
In a competitive media landscape, other companies are also making efforts to attract fans to new racing properties. Fox Sports, for example, recently ran promos featuring IndyCar champion Josef Newgarden and NFL analyst Tom Brady to engage viewers and build excitement for the sport.
The updated version of “Up Around The Bend” will debut in commercials promoting Prime Video’s coverage and will air across various platforms leading up to the premiere on May 25. Produced by 77 Ventures and Boomshot, the commercial will be featured prominently during Prime Video’s presentation of the Coca-Cola 600 from Charlotte Motor Speedway, kicking off the streamer’s exclusive five-race NASCAR Cup Series package.
With the fusion of classic rock and modern country music, Prime Video aims to enhance the viewing experience for NASCAR fans and bring a fresh perspective to the sport. The collaboration between Eric Church, John Fogerty, and Prime Video promises to inject new energy into the racing world and captivate audiences with a dynamic and engaging soundtrack.
