US internet retailer and streaming giant Amazon has bought the UK broadcasting rights for the UEFA Champions League, splitting the rights with BT in a deal that is set to run from 2024 to 2027, hence securing its position as a major player in the live sports market.
Amazon Prime Video has secured the rights to exclusively broadcast Tuesday night’s top-pick matches from the UCL. Each fixture will always feature an English team during the Group Stages and, in case they qualify, knockout matches up until the Semi-final stage will also be covered. BT has exclusive aired Champions League matches in the UK since 2015 after beating then-joint holders Sky and ITV with a £1.2bn bid.
Commenting on the deal, Alex Green, Managing Director, Prime Video Sport Europe, said:
“The addition of UEFA Champions League football is a truly momentous moment for Prime Video in the U.K.”
Paolo Pescatore, Analyst at PP Foresight, called the new deal unveiled on Friday “a win for all parties.” He explained:
“While BT Sport loses exclusivity, it provides long-term certainty going into the joint venture with Discovery, providing fans with more games and for less money.
“More players means fragmentation, but this should not be a huge issue. Amazon is now establishing itself as a key provider of sports in the U.K. as it continues to steadily beef up its programming. This will help drive Prime subscriptions and sales even further with more live sport through the year.”