Tech

Amazon gets rights to broadcast Premier League for the first time

Amazon gets rights to broadcast Premier League for the first time

And so will Amazon.

Amazon's Prime Video service has bought the rights for two entire rounds of fixtures live each season in Britain in a three-year deal from 2019, representing 20 games each season.

Sky Sports and BT Sport purchased 160 matches per season for approximately £4.5 billion earlier in the year, meaning that two packages remained unsold until this week, with one being midweek and the other being Bank Holiday fixtures.

Premier League Executive Chairman Richard Scudamore said: "Amazon is an exciting new partner for the Premier League and we are very pleased they have chosen to invest in these rights".

The league had hoped that these innovative packages - two chances to show all 10 games of a bank holiday or midweek fixture programme - would tempt the likes of Amazon, Facebook and Google into the market for live rights.

Jay Marine, vice president of Prime Video in Europe, said: "We are always looking to add more value to Prime, and we're delighted to now offer, for the first time, live Premier League matches to Prime members at no extra cost to their membership".

Audience figures continue to grow on BT Sport, with average viewing up 17% at the end of the most recent football season, while a BT Sport record-breaking 8.5 million people watched the UEFA Champions League final this year across our TV and digital platforms.

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Having already signed huge uplifts in its deals with broadcasters in Brazil, China and the United States, the league announced another global broadcast agreement at the meeting, the sale of 233 live matches a season to BT, Premier Sports and Sky for the Irish market.

Amazon Prime have bought the United Kingdom package Premier Sports have acquired for the Irish market, in a move that will send shock waves through Sky and BT Sport, who have dominated the British Premier League television market in recent years.

Sky will show the most amount of Premier League football, having previously won 128 matches per season for the same time period.

Also on Thursday, Premier League clubs have struck a new deal over sharing revenue from global broadcast deals which will see any future increases divided according to league position.

Add Sky Sports Main Event to this (which comes with Sky Sports Extra) for £27.50 a month, and the £7.99 for Amazon Prime Video and you reach a grand total of £66.48.

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.


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