Amazon is new player in live Premier League TV rights deal

It will be the first time a full round of Premier League fixtures has been broadcast live in the UK.

It has now been confirmed that the USA company has bought one of those packages, with BT taking the other.

Amazon gets 20 games per season but its entry is significant because it marks the first time a streaming service has broadcast United Kingdom top-flight football live.

Those wishing to watch the games will require a subscription to Amazon Prime UK, which now costs £79 per year or £7.99 per month.

Amazon has bought one of the two remaining Premier League broadcast packages beginning in the 2019/20 season.

"The Premier League is the most-watched sports league in the world", said Jay Marine, vice president of Prime Video in Europe.

Amazon will make the Premier League available to Amazon Prime members.

So, the upshot is that if you want to (lawfully) watch all the top flight matches being broadcast from 2019 onwards, you'll need a Sky Sports subscription (£70-odd per month all in), BT Sport (£50-ish) and Amazon Prime.

"But we should not forget that Sky is still the dominant provider and the home of Premier League football".

From season 2019/20, Amazon Prime Video will show 20 live Premier League fixtures. and the Premier League did not disclose the price achieved for the final package.

The good news for UK Prime members? The only problem is that most of those companies failed to take the Premier League's bait.

The other unsold package of 20 matches was bought by BT Sport for £90m, taking their total to 52 games.

Now all the revenue from worldwide deals is shared equally among the 20 clubs but the bigger clubs had been pushing for a greater share of the money, arguing they are the main attraction for foreign viewers.

Amazon just inked one of its biggest sports deals yet.

The rivalry between Sky and BT in recent years has resulted in huge price inflation of 70% at each of the past two auctions.

Premier League Executive Chairman Richard Scudamore said: "We welcome Amazon as an exciting new partner and we know Prime Video will provide an excellent service on which fans can consume the Premier League".

Whittaker said Amazon is buying the rights as a way to boost take-up of Prime, whose customers buy 20-times more on Amazon than "normal" Amazon customers. They can test the concept at a lower cost to see what audiences they can generate.

  • Jacqueline Ellis