• Loading stock data...
Saturday, May 18, 2024

Amazon’s Upfront: What It Reveals About the Company’s Sports Plans

  • The online retail and streaming giant announces plans for a new set of sports films.
  • The NFL continues to roll out featured early-season games for the 2024 season.
Kirby Lee-USA TODAY Sports

Amazon is making no secret about its intent to expand its presence in live sports, with NASCAR rights starting in 2025 adding to a U.S. portfolio that already includes the NFL, WNBA, NWSL, MLB’s Yankees, the NHL’s Kraken, and potentially the NBA. But documentaries, a key early foothold in Amazon’s overall sports strategy, is still a critical priority.

The online retail and streaming giant made sports documentaries a prominent part of its 2024 upfront presentation to advertisers, held early Tuesday in New York and marking the company’s first such event. Amazon’s numerous upcoming projects include:

  • A renewal of the Coach Prime series, featuring Colorado Buffaloes coach Deion Sanders (above), for a third season. Despite the team’s 4–8 record last year, Sanders remains one of the most-watched figures in all of college sports
  • A film chronicling the history of Madden NFL, the EA Sports video game that has been one of the most popular titles in the industry for more than three decades
  • Another film on the late Dale Earnhardt Sr., one of NASCAR’s most successful and charismatic figures ever. His son, fellow racing legend Dale Earnhardt Jr., recently joined Amazon as an analyst for the upcoming NASCAR coverage and will also work with TNT Sports
  • A five-part anthology series on Game 7s across sports, including the Cubs’ win in the 2016 World Series and the NHL Rangers’ triumph in the 1994 Stanley Cup Final
  • A look at Xaviar Babudar, the infamous “ChiefsAholic” superfan who was arrested in 2022 for a string of bank robberies 
  • A feature-length documentary on the last stretch of the fabled career of tennis icon Roger Federer. The 20-time Grand Slam winner appeared onstage Tuesday to help herald the project, Federer: Twelve Final Days, that will debut June 20

Splashy NFL Openers

Amazon, meanwhile, also announced its first Thursday Night Football game of the 2024 NFL season, a Bills-Dolphins contest Sept. 12 from Miami. The early disclosure of the streamer’s first game was part of a coordinated set of releases that is turning the league’s schedule unveiling into a three-day event. Among the other initial games that NFL media partners have announced this week:

  • CBS: Bengals-Chiefs on Sept. 15. The late-afternoon national game will follow a similarly high-profile matchup between the Ravens and Chiefs on Sept. 5, also at Arrowhead Stadium and shown on NBC Sports
  • Fox: Cowboys-Browns on Sept. 8. The game, also a late-afternoon national slotting, will be the first Week 1 contest on Fox in five years involving the Cowboys—a team that is perennially one of the NFL’s top draws among viewers. The game is scheduled to be the highly anticipated broadcasting debut of new Fox NFL analyst Tom Brady
  • ESPN: Jets-49ers on Sept. 9. The Disney-owned network will turn to the Aaron Rodgers–led Jets for the second consecutive year to start its Monday Night Football schedule. This time, though, ESPN is certainly hoping for Rodgers to last for more than four plays 

This featured placement of popular teams and marquee matchups in the early going of the NFL season has a deliberate and strategic purpose: to help provide an early shot of momentum to viewership totals as the league attempts to repeat the across-the-board sweep of ratings increases seen in the 2023 season. 

Copy Link
Link Copied
Link Copied

What to Read

Chaos at the PGA Championship: Here’s What We Know

The No. 1 golfer in the world nearly didn’t make it to Valhalla Golf Club.

Mets Owner Faces Backlash After Tweet Sparks Trade Speculation

Mets owner Steve Cohen is walking back a now deleted tweet that further riled an impatient fan base.

The WNBA Rookies Are Creating a New Celebrity Row

Major celebs like Kim Kardashian and Latto are showing up for the newbies.

DSG’s Path to Revival Faces Major Pushback from MLB, NBA, and NHL

Three major pro leagues raise further concerns about the bankrupt Bally Sports parent.
podcast thumbnail mobile
Front Office Sports Today

MLB, NBA, NHL Broadcasting Future Goes to Court


Featured Today

February 5, 2019; Washington, DC, USA; The grounds of the Capitol Building empty out following the conclusion of President Donald Trump's State of the Union speech on February 5, 2019.

‘A Breathtaking Lobbying Campaign’: The NCAA’s Sophisticated Effort to Save Amateurism

Inside the carefully coordinated, multimillion-dollar operation to end the athletes’ rights era.
May 14, 2024

The WNBA Was Forged in Houston. Why Won’t It Go Back There?

Houston’s a perfect fit for expansion. The league isn’t considering it yet.
May 9, 2024; Indianapolis, IN, USA; Indiana Fever guard Caitlin Clark (22) stands with the team during the national anthem on Thursday, May 9, 2024, during the preseason game against the Atlanta Dream at Gainbridge Fieldhouse in Indianapolis.
May 12, 2024

‘Perfect Storm’: The Rise of Local WNBA Broadcast Pacts

With national attention reaching new heights, regional coverage could dictate the future.
Mar 29, 2023; New York, New York, USA; American actors and comedians Chris Rock (left) and Ben Stiller sit court side during the third quarter between the New York Knicks and the Miami Heat at Madison Square Garden.
May 11, 2024

The Haves and Have-Nots: How the Knicks’ Celebrity Row Works

Unwritten rules, an expectation of quid pro quo, and nothing is free.


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Live Nation
Multiple - USA Careers
Multiple - USA Careers
Multiple - USA Careers

NFL’s Christmas Shake-Up: Netflix and Amazon Will Take It Over in ’25

This is the new-age NFL, where anything goes, if the price is right.
May 15, 2024

NFL’s Schedule Points to Network Strategies: Chiefs Lead, Texans Rise

The two-time defending champions are a fixture across many of the league’s tentpole events.
May 16, 2024

Amazon’s Thursday Night Fever: Banking on Caitlin Clark’s Impact

Clark makes her home debut for the Indiana Fever on Thursday night.

Major League Rugby’s Vision for American Rugby

How Major League Rugby is leading the Rugby renaissance in the U.S.
May 15, 2024

Caitlin Clark Debuts With WNBA’s Most-Watched Game in Decades

The game averaged 2.12 million viewers, the WNBA’s highest since 2001.
May 15, 2024

MLB Slams Bally Sports Parent, Calls Blackout of Several Teams ‘Harmful’

The league blasts the bankrupt Bally Sports parent in a new court filing.
May 15, 2024

NFL Signs Three-Year Christmas Day Deal With Netflix

The streamer will show two holiday games in 2024 and one apiece in ’25 and ’26.
May 14, 2024

Want to Stream Live Sports? Better Know Your Bundle Options First

Comcast’s new StreamSaver bundle adds to a fast-growing number of combined offerings.