For advertisers, Amazon's live game streams offer incremental reach beyond traditional TV broadcasts
Amazon has been aggressively expanding its portfolio of live sports streaming rights in recent years — here's a partial roundup of its dealmaking: exclusive German rights to a package of 16 Champions League soccer matches per season for three seasons, starting in 2021/22. four-year exclusive rights to WTA Tour events in the UK and Ireland, from 2020-24, offering up to 2,000 live and on-demand matches per year.
While Amazon has been aggressive in its pursuit of live-streaming rights, it's unlikely to become the sole bearer of live sports content any time soon — and it doesn't seem to want that anyway. Despite running streaming with OTT players like Amazon, major leagues like the NFL and Premier League are not going to abandon legacy TV broadcasters anytime soon.
For example, Premier League executive director Bill Bush recently said that the the league will continue to prefer traditional partners, despite the
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