Amazon to show 20 Premier League matches a season from 2019

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"Sky and BT are established Premier League partners and provide first-rate coverage of the competition through their live-match broadcasts and comprehensive programming".

In February, Sky Sports paid £3.58 billion for four packages, while BT Sport spent £295 million on another package.

It has now been confirmed that the USA company has bought one of those packages, with BT taking the other.

The online streaming service has won the rights to show every game from the first round of midweek fixtures in December and all 10 matches on Boxing Day as part of the three-year deal.

Amazon Prime, which includes free delivery on purchases as well as music and video content, costs 79 pounds ($106) a year in Britain.

It means that BT will, for the first time, be able to screen show multiple midweek Premier League matches on the same evening.

Amazon will make the Premier League available to Amazon Prime members.

Amazon's entry into the market breaks Sky and BT's five-year stranglehold on Premier League rights. And while the service won't be rivalling Sky and BT in terms of quantity - it's only agreed 20 matches per season for the duration of the three-year contract - the delivery mechanism is quite unusual.

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Amazon, which started as an online retailer, has built up an increasingly impressive sports portfolio in both the Britain and the US including US Open tennis, ATP World Tour Tennis events - where they outbid Sky for United Kingdom rights by offering £50 million - and National Football League games.

That would take the total value of the rights to £4.55bn, with Amazon yet to announce how much it has paid.

Separately, the Premier League clubs have agreed a new formula for sharing any future increase in global broadcast revenue from season 2019/20 onwards.

A fraught divide between the clubs in recent years had centred on leading clubs demanding a greater share of the worldwide revenue stream.

Analyst Paolo Pescatore at CCS Insight said the Premier League would be delighted to have secured a leading online giant as a partner, but it was a headache for fans who would need to sign up with another provider.

Amazon and Twitter, along with Facebook (FB) and the YouTube unit of Alphabet (GOOGL), have been aggressive in trying to strike deals with sport leagues. However, the entire auction has fallen short of the Premier League's hopes on revenue.

But Amazon's victory was in how it can deliver the games: While digital companies have typically bought only the digital streaming rights to sporting events, Amazon's deal includes the exclusive rights for the matches it shows.

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