Amazon Wins U.K. Broadcast Rights to Premier League

Amazon's Prime Video service will air two rounds of live matches each season in Britain - not internationally - in a three-year deal from 2019, representing 20 games each season during a midweek programme in early December and another around Christmas.

Alongside Sky and BT Sport, the streaming service will host games for three seasons, having won one of the two remaining broadcast TV packages available.

The other unsold package of 20 games was bought by BT Sport for £90m.

According to report in the Daily Mirror, Amazon were attracted by the prospect of the Premier League's growing audience in the United States as well as the possibility of more people subscribing to Amazon Prime as a result.

Sky, which has broadcast Premier League games since its inception in 1992, still holds the majority of packages of live-TV fixtures that are valued at £4.55bn.

"The Premier League is the most watched sports league in the world".

Amazon will livestream the matches on their Prime Video service, which also includes US Open tennis, ATP World Tour Tennis events and National Football League games, at no extra cost to existing members.

"Back then the clubs put in place a revenue-sharing system that was right for the time and has served the league well, enabling them to invest and improve in all areas".

These two remaining packages of rights were specifically created to appeal to the internet giants such as Amazon, Netflix, Apple, Facebook and Google as online streaming continues to rise in popularity.

The deal underlines Amazon's ambition to take on traditional pay-TV broadcasters in the multi-billion dollar battle for sports rights. He has been seeking to lure a deep-pocketed technology company such as Amazon, Facebook, YouTube or Netflix to help to continue to drive up earnings from media rights.

"The Premier League is the most-watched sports league in the world", said Jay Marine, vice president of Prime Video in Europe.

The Premier League is easing into doling out fixtures to streaming video.

The Premier League is a big part of the BT Sport live sport line-up, which includes the UEFA Champions League and UEFA Europa League, the Emirates FA Cup, MotoGP, boxing, Premiership Rugby and European Rugby Champions Cup. However, the entire auction has fallen short of the Premier League's hopes on revenue. For U.K. soccer fans, the fragmenting rights deals mean they need multiple subscriptions to see all games.

  • Marlene Weaver