In what could be a groundbreaking move in the world of sports media, the NBA and Amazon Prime Video are reportedly in talks to strike a deal that would make the streaming service a major destination for the league’s games. According to sources with direct knowledge of the discussions, this agreement could mark a significant shift in how fans consume NBA content.
While the final details of the deal are yet to be ironed out, executives anticipate that Prime Video’s package will include a substantial number of regular-season and postseason games, possibly even featuring conference finals matchups. It is expected that the contract, set to commence during the 2025-2026 season, will span at least a decade.
In addition to Amazon, ESPN/ABC is also believed to be finalizing a deal to extend its partnership with the NBA. As reported by the website Puck, ESPN/ABC is expected to retain the rights to broadcast the NBA Finals throughout the duration of their agreement. Similar to the Amazon deal, ESPN’s new contract is anticipated to have a duration of at least ten years.
Although all parties involved have refrained from commenting on the negotiations, it is clear that the NBA is keen on diversifying its broadcast partnerships. While the league prefers to have three companies involved, it has not ruled out the possibility of a fourth partner entering the fold.
The current broadcast agreements, which pay the NBA an average of $2.6 billion per year and are set to conclude after the 2024-2025 season, have propelled the league’s growth over the past nine years. However, the emergence of new media players like Amazon and the renewed interest from existing broadcasters like ESPN has paved the way for a potentially transformative shift in the industry.
As the talks with Amazon and ESPN progress, incumbent broadcaster Warner Bros. Discovery, which owns TNT Sports, finds itself vying for the remaining package of games against NBC, owned by Comcast. While Warner Bros. Discovery has the right to match any deals, NBC could complicate matters by structuring an agreement that is difficult to match.
Further adjustments will likely be made to the current package of games to accommodate the addition of a third partner. According to sources familiar with the discussions, ESPN plans to reduce its coverage from around 100 games to approximately 80.
Amazon, with its established presence in streaming NFL games on Thursday nights from September to early January, could potentially slot in its NBA games on the same day. In recent years, the NBA has steered clear of scheduling games on Thursdays during the NFL season to avoid competition. It is expected that Amazon’s package will also include significant playoff coverage.
The NBA has made it unequivocally clear that it aims to position itself at the forefront of the streaming revolution. By forging alliances with Amazon and ESPN, the league is striving to cater to the evolving viewing habits of fans and capitalize on the growing popularity of streaming platforms.
This paradigm shift in broadcasting rights puts the pressure on long-standing broadcaster TNT Sports, which has been the primary broadcaster of NBA games since 1984. It now faces stiff competition from NBC, which previously held the NBA broadcast rights before losing them in 2002. With its streaming service, Peacock, NBC is eager to reenter the NBA broadcast landscape and is rivalling Warner Bros. Discovery Sports in pursuit of a deal.
The potential implications of these developments are vast. By aligning themselves with prominent streaming platforms, the NBA secures its position as a major player in the future of sports media. This move will likely have a ripple effect throughout the industry, with other leagues and broadcasters exploring similar partnerships to adapt to changing consumer preferences.
In light of the ongoing digital transformation, it is essential for sports leagues and broadcasters to prioritize streaming services. As traditional cable subscriptions decline and streaming platforms continue to gain traction, the ability to capture and retain viewership through online platforms will be crucial for sustained success.
Looking ahead, the NBA’s groundbreaking deal with Amazon and ESPN sets the stage for a dynamic future in sports broadcasting. As technology continues to evolve and consumer behavior evolves with it, leagues and broadcasters must remain agile and forward-thinking. By embracing streaming partnerships, they can deliver the content fans crave while ensuring the long-term viability of the sports media industry.
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