The National Basketball Association (NBA) has partnered with Amazon Prime Video to enhance its audience reach and engagement in Europe. This move grants Amazon the US domestic and international broadcast rights, part of an extensive media cycle valued at $76 billion.
Amazon Prime Video’s NBA Streaming Rights Deal
Amazon will pay $1.8 billion per season for the rights, which include 67 regular season games in the U.S., plus play-off matches and NBA Cup games. The arrangement marks a significant step for the NBA as it taps into Amazon’s global platform.
Growth Focus and Localization
- NBA seeks to attract younger audiences.
- Aims to expand its reach in the U.S. and Europe.
- International streaming rights cover 27 regular season games and play-offs.
The NBA prioritized adding a streaming service to enrich its offerings. It wants to connect with fans who prefer streaming over traditional pay-TV subscriptions. Amazon’s bid stood out because of its financial capability and localization expertise.
Localizing Content for European Audiences
Amazon’s approach includes tailoring content to various European markets. The company will localize feeds into seven languages for its European audience. Matt Brabants, the NBA’s Senior Vice President of Global Media Distribution, emphasized the importance of this localization in their negotiations.
Brabants noted, “We weren’t sure any single platform could scale with the level of localization we wanted. Amazon’s global reach is undeniable.” The partnership builds on successful prior collaborations in Latin America.
Increasing Viewership Through Strategic Partnerships
The NBA maintains existing relationships with pay-TV partners in France, Italy, and Spain. However, the addition of Amazon’s coverage will broaden viewership. Amazon distribution also includes the international version of the NBA League Pass.
Successful Launch and Audience Engagement
Amazon’s first European primetime NBA game featured the San Antonio Spurs against the Brooklyn Nets, which became the most-watched regular season game in NBA history on the continent, excluding Christmas and Paris events. French star Victor Wembanyama’s presence contributed significantly to this viewership surge.
European Player Influence
Currently, European players comprise 15% of NBA rosters, with a growing interest in basketball across the continent. The league plans to launch a 16-team European league by 2027, further enhancing its engagement strategy in Europe.
This partnership signals a new era for the NBA, merging traditional broadcasting with modern streaming strategies to enhance sports viewership globally.
