Amazon Prime Video Expands Live Sports Portfolio: Secures UEFA Champions League Soccer Rights in the U.K.

Amazon Prime Video continues to invest in live sports streaming. The second-largest subscription streaming VOD service in the world July 1 announced it has secured select rights for three years to UEFA Champions League soccer, beginning in 2024.

The Champions League is a soccer tournament of 32 teams that compete for the right to be crowned the best club in European soccer. Since 2018, Prime Video streams select soccer games in the U.K.’s Premier League. The streamer also has exclusive Champions League rights in Germany and Italy.

“The addition of UEFA Champions League football is a truly momentous moment for Prime Video in the U.K.,” Alex Green, MD Prime Video Sport Europe, said in a statement. “The passion and energy [for live sports] has led us to this exciting next step.”

In the U.S., Prime Video now has exclusive rights to NFL Thursday Night Football, in addition to a smattering of New York Yankees games and sponsorship of Major League Soccer’s Seattle Sounders.

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“[Prime Video] is now establishing itself as a key provider of sports in the U.K. as it continues to steadily beef up its programming,” Paolo Pescatore, analyst at PP Foresight, said in a note. “[The deal] will help drive Prime subscriptions and sales even further with more live sport through the year.”

Soccer continues to be coveted asset among U.S. streaming services.

Turner Sports and HBO Max recently inked an eight-year deal with the U.S. Soccer Federation to broadcast/stream more than 20 women’s and men’s national team matches annually, beginning in 2023.

Apple and MLS signed a 10-year deal making the Apple TV app the exclusive destination to watch every single live MLS match beginning in 2023.

Paramount+ is the only streaming service in the U.S. with English-language coverage of every single UEFA club competition match. That includes UEFA Champions League, Europa League and Europa Conference League.

NBCUniversal’s Peacock streaming service has rights to more than 175 live Premier League matches and 1,500 hours of related coverage in the U.S.

Amazon Prime Video Expands Live Sports Programming

Amazon Prime Video, unlike Netflix and Hulu, is not afraid of live sports programming costs. The SVOD service live-streams NFL football and Major League Baseball games (New York Yankees) in the United States.

Now Prime Video has acquired rights to select UEFA Champions League soccer matches in Germany. The Champions League is an annual competition pitting professional clubs across Europe to determine the top team.

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Prime Video, beginning in 2021, will live-stream a selection 0f “first-pick” 16 matches. The Champions League rights are currently held by Comcast’s Sky Deutschland, which reportedly subcontracts streaming rights to DAZN, the boxing-centric platform.

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“We’re excited to bring UEFA Champions League football to our customers in Germany,” Alex Green, managing director, Prime Video Sport Europe, said in a statement. “The UEFA Champions League is one of the most prestigious club competitions in the world.”