Prime Video and NBA announce landmark global coverage deal
Amazon Prime Video and the NBA have announced an 11-year media rights agreement, beginning with the 2025-26 NBA season.
Premium live sports. No matter the season.
The growing lineup of live sports programming on Prime Video features high-quality production, top talent, and innovative and interactive experiences.
With live sports and original documentaries, Prime Video is a premier destination for memorable moments on and off the field.
Sports fandom lives here
A closer look at the Prime Sports audience
Prime Video delivers audiences at scale, reaching:
average montly viewers in the U.S.1
of U.S. Sports fans, dominating reach of streaming competition2
The live sports audience is spending more on Amazon3
Amazon shoppers that watch live sports on Prime Video:
Ordered
more than the average Amazon shopper 4
Spent
more than the average Amazon shopper 4
Thursday Night Football
Prime Video’s flagship live sports property kicks off the NFL weekend, bringing fans an enhanced viewing experience and expert analysis from legendary voices and fresh-off-the-field players all season long. Exclusive Thursday Night Football coverage attracts a younger, more affluent, and more engaged viewer, and Prime’s programming just got bigger with the addition of an exclusive NFL Wild Card Playoff game.
Delivering audiences at scale, averaging
viewers (P2+ & based on AMA), a 24% increase vs. 2022.5
Reaching the elusive cord cutter, averaging
cord cutters per game, a +55% increase vs. 2022.6
Engaging with a leaned-in audience that is
more likely to take action by searching for brands advertised on TNF than brands or products advertised on NFL linear.7
Prime Video Sports Programming
The NFL week kicks off on Prime Video
17 Games
Including Black Friday and an exclusive Wild Card Playoff game
Available in the US.
Season-long coverage tips off in October 2025
Regular and postseason games
Including a Black Friday tentpole and Conference Finals in 6 of 11 years (starting ’27)
Available globally.8
The flag drops Memorial Day Weekend 2025
5 NASCAR cup series races
Practice and qualifying races in the first half of the season
Available in the US.
NWSL Friday Nights
27 Matches
Including the Challenge Cup Kickoff & a Quarterfinal Playoff Match.
Available in the US and Canada.
Exclusive national streaming partner
Regular and postseason games
Including the Commissioner’s Cup Championship, & WNBA Finals in 3 of 11 years (starting in ’28)
Available globally.8
Prime Video Sports Originals
The home for entertaining sports storytelling; from widely appealing stories that attract casual fans, to in-depth stories that allow super fans to deepen their fandom.
Exclusive local coverage
Available to customers in select areas.
Coverage of Boxing, Mixed Martial Arts, Basketball, and Pickleball
Premier sports across the globe
NHL in Canada, UEFA Champions League soccer in the UK, Germany, and Italy, Wimbledon in Germany and Austria, Roland Garros tennis in France, and Premier League soccer in the UK and Sweden.
Get off the sidelines and into the game
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Sources:
1 Amazon internal data, US, Apr 2024.
2 2023 MRI-Simmons, A18+. US Internet Population.
3 Live sports viewer defined as anyone who streamed Prime Video live sports in 2023. Median assessed for 2023 Amazon spend and orders.
4 Amazon internal data, US, Sept 2023.
5 Nielsen, Live+SD; Sept 14–Dec 28, 2023. Based on P2+ AMA.
6 Nielsen Live+SD, 2023 TNF vs. 2022 TNF.
7 EDO; Sept 7, 2023–Jan 7, 2024. NFL linear includes the regular season across CBS, Fox, NBC, ESPN. Based on Google search rate.
8 Coverage excludes Greater China, Poland, Finland, Sweden, Norway, Denmark, and the Netherlands, with NBA rights in Canada beginning in the 2026-27.