Wednesday December 6, 2023

Amazon Seeks Biggest Sports Audiences

  • Amazon has sought streaming deals for the biggest sports audiences, such as the NFL and Indian Premier League.
  • As a broadcaster, retailer, and cloud computing provider, Amazon can make unique pitches to advertisers.
Brian Fluharty-USA TODAY Sports/Design: Alex Brooks
Linkedin
Copy Link
Link Copied
Link Copied

Amazon is already the dominant force in American retail. Now, sports streaming could make it equally integral to the media landscape. 

The tech giant has targeted the largest global audiences as it acquires broadcast rights: the NFL, soccer’s Premier League and Champions League, and the New York Yankees. 

The company is believed to be in talks for rights to the Indian Premier League, a cricket league whose season opener last year drew more than twice the viewership of the 2021 Super Bowl.

Amazon’s core goal is to drive membership to Amazon Prime, its omnibus subscription that provides free shipping, savings on certain products, and access to other offerings, such as Amazon Prime Video. 

It has also sought to customize the fan experience in unique ways, including an X-Ray feature that allows fans to find game and player data without using a second screen.

As both a broadcaster and a retailer, Amazon can make unique pitches to advertisers.

It can leverage customer data from those divisions and perhaps others, such as its ubiquitous cloud computing platform, Amazon Web Services. AWS partners with the NFL, NHL, PGA Tour, NASCAR, and Bundesliga, among others.

With cord-cutting increasingly the norm, live sports is one of the last strongholds for traditional broadcasters. By edging its way into exclusive NFL broadcast rights, Amazon announced itself as a long-term threat to the business models of CBS, NBC, ABC, and Fox.

Linkedin
Copy Link
Link Copied
Link Copied

What to Read

The Australia men's cricket team celebrating winning the 2023 ICC Men's Cricket World Cup.

Amazon Secures ICC Cricket Broadcast Media Rights in Australia

Prime Video will be Australia's exclusive home for ICC events through 2027.
Dallas Cowboys quarterback Dak Prescott throws a pass during the first half against the Seattle Seahawks at AT&T Stadium.

Amazon Bounces Back With Record Viewership

The Dallas Cowboys’ win over the Seattle Seahawks averaged 15.26 million viewers.

TV Networks Are Programming College Football’s Future: What’s Next

Conference championship weekends will have a different feel in the future.

Commanders Spend Big On Current Home While Planning New Stadium

The Washington Commanders will keep upgrading FedEx Field.
podcast thumbnail mobile
Front Office Sports Today

Premier League Sets New Bar with Media Deals

0:00
0:00

Featured Today

The College Football Playoff is considering rotating TV networks for the national championship game.

CFP Considers Super Bowl-Like Rotation For National Championship Game

Multiple networks could share rights to the championship game, sources told FOS.
Brett Favre
November 27, 2023

Favre Welfare Case Hold-Up? "AG’s Office Has Not Expressed Interest In Pursuing"

The DOJ interviewed Brett Favre in early 2020.
The future of the Pac-12 rests on a court decision.
November 24, 2023

The Pac-12 Plays Its Final Regular-Season Game. Then A Court Decides Its Fate.

The conference's future rests with a court decision.
Lane Kiffin
November 9, 2023

Ole Miss, Lane Kiffin Lawyers Argue for Dismissal of Player Lawsuit

FOS obtained audio of Lane Kiffin's interaction with the player behind lawsuit.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Wasserman
Multiple - USA Careers
Live Nation
Multiple - USA Careers
Saco Bay PT
Multiple - USA Careers
ESPN Stephen A. Smith

Stephen A. Smith to ESPN: ‘I Want To Be Highest-Paid Talent’

With a No. 1 show, Stephen A. Smith wants to become number one in compensation.
English Premier League teams Leeds United and Brighton Hove & Albion in action during a match.
December 4, 2023

Premier League Reasserts Dominance With $8.5B Domestic Rights Deals

Deals achieve small rights fee increase for top European league.
December 5, 2023

Seminoles’ CFP Snub Opens New Front in Disney vs. Florida War

Florida lawmakers are already considering legislation to protest the College Football Playoff's exclusion of Florida State.
Sponsored

NHL’s Chris Foster on Amplifying Content Distribution With Automation

Learn how the NHL is using WSC Sports to increase fan engagement.
Peyton Manning on the ManningCast
exclusive
December 4, 2023

ESPN’s ManningCast Goes Double: Two MNF Games, Two Brothers, One Epic Show

Peyton and Eli Manning will call two “Monday Night Football” games at the same time on Dec. 11 as ManningCast expands across ESPN.
December 1, 2023

Formula 1's Growth Hits A Speed Bump With U.S. Viewers

Races on ESPN were down 8% from 2022.
LeBron-James
December 1, 2023

Would Disney's ESPN Walk Away From The NBA?

Will financial pressures impact the company's decision with a longtime partner?
Detailed view of the new In-Season Tournament court before the game between the New Orleans Pelicans and the Dallas Mavericks at the Smoothie King Center.
November 30, 2023

New Orleans Pelicans Reportedly Headed For Local Television

The Pelicans could air games on over-the-air channel Fox 8.