Amazon agrees UK Champions League football streaming deal

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The e-commerce giant broadcast the Premier League to its customers in the UK, rather than the wider Champions League.

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has won the rights to broadcast live European Champions League football matches on its Prime Video service for its UK subscribers for the first time, a move that takes the e-commerce giant deeper into sports broadcasting.

The one-game-a-week screening begins from the 2024-25 season and will continue for three seasons, the e-commerce retailer said in a statement.


(ticker: (AMZN) also holds the rights to broadcast Champions League matches for its customers in Germany and Italy. For its UK customers, the tech giant broadcasts the Premier League, which involves 20 English football teams against 32. European clubs in the Champions League.

“Amazon has ambitious plans in the global sports industry and we look forward to the innovative ways in which it will bring European club football to the UK market,” said Union of Sports Marketing Director Guy-Laurent Epstein. European Football Associations, or UEFA. , in a press release published by Amazon.

In South Asia, Amazon broadcasts New Zealand cricket for its Indian watchers instead of the Indian Premier League. Recently, the company told Bloomberg that it opted not to seek streaming rights to the IPL, preferring to spend the money on its e-commerce business instead. IPL would have been a big win for Amazon considering the millions of cricket fans in the nearly 1.4 billion country. But Viacom18, a joint venture run by an Indian conglomerate

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(500325.BY), won the digital release rights.

After avoiding the IPL deal, Amazon paid a 20% premium on the previous price for UK media rights to the Champions League, Bloomberg said, citing a person it did not identify. The rate at which the e-commerce giant is jumping on sports streaming opportunities only goes to show how completely the way we watch sports has changed.

Amazon stock ended up 3.2% on Friday, closing at $109.56. Write to Karishma Vanjani at [email protected]

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