• Loading stock data...
Tuesday, October 7, 2025

How the NFL Fits Into Amazon’s Bigger Strategy

  • Amazon’s video content often leads its users to interact with other parts of Amazon Prime.
  • The company recently unveiled a TV.
Amazon/Design: Alex Brooks

Amazon CEO Andy Jassy hinted at the company’s media strategy, namely how its NFL and live sports content can draw users into its retail ecosystem.

“It turns out that when people consume video content through Prime, they also tend to engage in some of the other activities that are available through Prime,” Jassy told CNBC.

The sports rights the tech giant has bought up may both help to keep its over 200 million subscribers engaged and encourage them to use the massive e-commerce platform for which the company is best known.

The company negotiated exclusive rights to “Thursday Night Football” starting next season through 2033 at $1 billion per year. 

“We’re very, very excited about that starting in ‘22 and we’re gonna try and be inventive in the experience we provide for fans,” Jassy said.

Amazon’s 2019 Premier League broadcasts coincided with a record number of new Prime memberships in the United Kingdom.

  • Amazon is believed to be the leading contender for “NFL Sunday Ticket” at a price of around $2 billion to $2.5 billion per year. Jassy declined to gauge the company’s interest in “Sunday Ticket” but noted that it has a “very important” partnership with the NFL, citing Amazon Web Services’ ongoing deal. 
  • Amazon also holds rights to Ligue 1, Ligue 2, the WNBA, and Champions League.

Last month, Amazon unveiled its first televisions under its own brand name, merging  its shopping and media offerings into a single device.

“It’s still early days for us in media,” Jassy said.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Mark Sanchez Charged With New Felony in Indianapolis Case

The broadcaster and ex-NFL quarterback faces up to six years in prison.

NFL London Fans Get Partial Refunds After Ticket App Glitches

Fans experienced delays entering the Vikings-Browns game.

Bad Bunny, U.S. Officials Trade Barbs Over Super Bowl Halftime Show

DHS Secretary Noem attacks the choice, while Bad Bunny responds on SNL.

Mark Sanchez Faces Three Charges After Indy Stabbing Incident 

Mark Sanchez is charged after being stabbed in Indianapolis altercation.

Featured Today

Paul Cartier

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.
October 4, 2025

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.
Kōloa Rum Company Rum Rusher
September 27, 2025

Panthers Bubbly, Jets Wine, Manning Whiskey: The Sports Booze Boom

A sommelier dives into the sports booze trend—and tries Jets wine.
Nov 17, 2024; Pittsburgh, Pennsylvania, USA; Pittsburgh Steelers fans wave Terrible Towels against the Baltimore Ravens during the fourth quarter at Acrisure Stadium
September 26, 2025

Steelers’ Irish Roots Are Deeper Than NFL Dublin Game

The Steelers have history and the foundation for a future in Ireland.
Sep 27, 2025; Athens, Georgia, USA; Georgia Bulldogs running back Josh McCray (2) runs against Alabama Crimson Tide linebacker Nikhai Hill-Green (41) and defensive back Keon Sabb (3) in the second half at Sanford Stadium.
exclusive

College Football Viewership Is Up Double Digits. Here’s Why

Average game viewership is up by more than 10% so far.
Georgia Bulldogs quarterback Gunner Stockton (14) throws the ball during the first half of a NCAA college football game against Alabama in Athens, Ga., on Saturday, September 27, 2025.
October 1, 2025

Alabama-Georgia Draws 10.4M Viewers, Drives Record CFB Season Pace

ABC drew 10.4 million viewers for Alabama-Georgia.
The NBC Sports broadcast team works Michigan State's football game against Boston College on Saturday, Sept. 6, 2025, at Spartan Stadium in East Lansing.
October 2, 2025

NBC Sports, Peacock Stay on YouTube TV With Long-Term Deal

The broad-based agreement keeps NBC channels with the key distributor.
Sponsored

How Soccer Star Jozy Altidore Became a Buffalo Bills Owner

Jozy Altidore discusses building a business legacy off the field.
Green Bay Packers wide receiver Christian Watson (9) pulls down a touchdown reception against Dallas Cowboys cornerback DaRon Bland (26) in the fourth quarter during their football game Sunday, November 13, at Lambeau Field in Green Bay, Wis.
September 24, 2025

Packers-Cowboys Game Is Getting Super Bowl–Like NBC Treatment

The network will bring its pregame show to Dallas.
Sep 18, 2025; College Park, Georgia, USA; Indiana Fever forward Aliyah Boston (7) reacts as the Fever defeat the Atlanta Dream during game three of round one for the 2025 WNBA Playoffs at Gateway Center Arena at College Park.
September 19, 2025

Fever Upset of Dream Brings Ratings Boost to WNBA Semis

The Indiana Fever will face the Las Vegas Aces in the semifinals.
September 17, 2025

Fever Ratings Fall Without Clark, but Rest of WNBA Game 1s Surge

The Indiana Fever game drew 47% fewer viewers this year.
Sep 14, 2025; Kansas City, Missouri, USA; Philadelphia Eagles wide receiver DeVonta Smith (6) makes a reception defended by Kansas City Chiefs cornerback Trent McDuffie (22) during the fourth quarter of the game at GEHA Field at Arrowhead Stadium.
September 16, 2025

Eagles-Chiefs Super Bowl Rematch Sets Early NFL TV Ratings Mark

Several new milestones are established with the big early-season matchup.