Amazon’s Live Sports Trifecta

By Andy Thwaite Aug 10, 2017

Amazon’s Live Sports Trifecta

This week Amazon acquired the exclusive live video rights from the ATP in the UK for a reported $13.2M a year deal. This is a big deal as unlike with their deal with the NFL TNF package where they share live rights with terrestrial TV (CBS, NBC), cable TV (NFL Network) and mobile (Verizon), with the ATP, as an online provider, they are the sole and exclusive rightsholder.

Why it’s important?

Amazon could prove to be the future of monetizing live sports rights with their triple revenue model of Prime subscriptions, targeted ad revenues and commerce sales. While many online publishers and platforms have only one revenue stream, in advertising, and the Pay TV industry has two in carriage fees and advertising, Amazon has the trifecta!

Properties who have launched or are launching an OTT service, of which there are many, should take a look at the Amazon model and think how they can apply it.

In addition, properties need to understand how to do marketing for these services, and with Amazon’s $1bn media account up for grabs, looks like Amazon is thinking about this too.



digital assets digital media OTT premium video social media streaming technology trends content


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Andy Thwaite

About the Author

Andy is vice president, digital strategy of ESP Properties. He is an experienced sports marketing and media executive, delivering business growth for leading rightsholders, media organizations and brands. Working at the intersection of sports, media and technology, Andy brings unique insights from his experience at the world’s largest seller (IMG) and buyer (WPP) of sport, along with commercial roles at PBR and Turner Sports.



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