The NFL is extending its postseason collaboration with Amazon Prime Video, opting to air Wild Card weekend games on the platform for 2026 and 2027 instead of auctioning them off each year. According to Sports Business Journal‘s Austin Karp, this arrangement was part of a three-year deal initiated between the NFL and Amazon last year.
Karp notes that Amazon invested $150 million for its inaugural playoff game this year, featuring the Pittsburgh Steelers and the Baltimore Ravens, with the agreement potentially including escalators for the subsequent two years. Last month’s Ravens’ commanding victory over the Steelers attracted an average of 22.1 million viewers on the streaming platform, which also hosts Thursday Night Football. This figure represented a slight decrease from the first streaming-exclusive NFL playoff game on Peacock in January 2024.
Streaming platforms frequently leverage sports programming to enhance their subscriber growth, and by providing fans with consistent sports content, Prime Video aims to minimize subscription cancellations. In addition to TNF and NFL playoff games, they also offer an NHL package, a NASCAR package, and a selection of New York Yankees games. Moreover, beginning this fall, Amazon will hold NBA and WNBA rights for the next 11 years.
In light of Commissioner Roger Goodell’s recent comment in New Orleans about NFL media rights being undervalued, it’s noteworthy that the league secured Amazon’s commitment for a three-year postseason deal. Similarly, Netflix is reported to have secured an equivalent deal for its Christmas Day lineup, with options extending to future seasons.
NFL football represents one of the most sought-after assets in live programming, and Amazon is well-positioned to capitalize on some of the best upcoming inventory.
