Amazon’s massive UK sports gamble is paying off big time
Amazon’s latest earnings report, released on Thursday evening (5 February), paints a picture of robust growth across its empire, but for UK football fans, the real headline is how a bet on UEFA Champions League rights has paid off.
The e-commerce giant extended its UCL broadcast rights in the UK through to the 2030/31 season back in November 2025, securing the top-pick Tuesday match exclusively.
This four-year deal, part of a broader £2.2 billion UEFA package across Europe, ensures Prime members get premium European football without additional fees.
But the earnings call highlights how this investment is already yielding impressive returns through skyrocketing viewership.
Prime Video UK sports paying off
Prime Video’s debut UCL season has shattered expectations, drawing over 13 million viewers in the UK and Ireland alone. A standout moment came in November 2025, when more than 10 million fans tuned in across the UK, Ireland, and Germany for a single evening of League Phase matches – featuring Liverpool vs. Real Madrid and PSG vs. Bayern Munich.
This not only set new benchmarks for the platform but also underscores the appeal of bundling top-tier sports with Prime’s £8.99 monthly subscription.
These figures aren’t isolated; they’re part of Amazon’s broader entertainment triumphs highlighted in the earnings. In the US, Prime Video broke NFL records with 31 million viewers for a Wild Card playoff game, while its NBA coverage attracted the youngest-ever audience for a championship.
Globally, this sports push is fueling ad growth, with CEO Andy Jassy noting strong demand for offerings like AI and chips alongside entertainment.
A winning bet in the streaming wars
Amazon’s UCL strategy is a smart play in the intensifying UK streaming battles. While Paramount+ scooped the majority of UCL rights from 2027 onward, outbidding TNT Sports for most games in a deal that shakes up the landscape, Amazon retains its crown jewel: exclusivity on the top Tuesday fixture.
This means UK fans get the biggest clashes, like potential Liverpool or Manchester City epics, included in their Prime membership, without needing a Paramount+ subscription.
This higher viewership drives Prime subscriptions and ad revenue, with sports acting as a gateway to Amazon’s ecosystem. As streaming competition heats up, Amazon’s integrated approach, combining e-commerce perks with must-watch content, gives it an edge over pure-play rivals like Paramount+.
Amazon Prime Champions League success 2026
For British football enthusiasts, this is great news. Prime Video’s commitment through 2031 ensures stable, high-quality UCL access at no added cost beyond the standard Prime fee.
However, Amazon has also thrown in other sports coverage to sweeten the deal. On Black Friday 2025, it presented a showcase of NFL, NBA games and golf. This adds even more variety to draw in diverse audiences and boost platform engagement.
The UEFA Champions League is included with a Prime Membership which costs £8.99 per month and £95 per year. You can find all upcoming matches in the ‘Sports’ section of Prime Video. You can also sign up for Prime Video on its own for £5.99 per month.
Prime Video is supported in any web browser, and there are dedicated apps for most smart TV platforms. If you’re on a mobile device, you can get the Prime Video app for iOS or Android.
