Amazon Prime Video secures landmark NBA and WNBA broadcasting rights deal

Amazon Prime Video and the National Basketball Association (NBA) today announced a groundbreaking 11-year media rights agreement set to commence with the 2025-26 NBA season. This landmark deal grants Prime Video exclusive global coverage of 66 regular-season NBA games, including special events like an opening week doubleheader and a new Black Friday game. The agreement also encompasses all games from the Knockout Rounds of the Emirates NBA Cup, including the in-season tournament's Semifinals and Finals, marking a significant shift in how basketball fans worldwide will access and consume NBA content.

According to the press release, this extensive partnership extends beyond the NBA to include a separate 11-year rights agreement with the Women's National Basketball Association (WNBA), beginning in 2026. Under this deal, Prime Video will exclusively stream 30 WNBA regular-season games each season globally, including the Championship Game of the WNBA Commissioner's Cup presented by Coinbase. This dual agreement represents a major coup for Amazon in the increasingly competitive sports streaming market and signals a new era in digital sports broadcasting.

The scope of this agreement is unprecedented in the streaming industry. Prime Video will have the rights to exclusively cover every game of the postseason SoFi NBA Play-In Tournament, first and second-round playoff games, and Conference Finals in six of the 11 years of the deal. This level of coverage ensures that Prime Video will become a primary destination for basketball fans during the most crucial parts of the NBA season.

Internationally, the deal's reach is equally impressive. Prime Video will distribute its package of games not only in the United States but also across various international territories, including Mexico, Brazil, France, Italy, Spain, Germany, the United Kingdom, and Ireland. In these select markets, viewers will have access to an expanded package of games, including a minimum of 20 additional primetime regular season games each year, a Conference Finals series each year, and the NBA Finals in six of the 11 years.

The technical aspects of this deal are particularly intriguing. As part of the agreement, Prime Video Channels will become the strategic partner and third-party global channels store destination for NBA League Pass, the NBA's subscription service for streaming live and on-demand games. This integration means that Prime Video will not only be broadcasting its exclusive games but will also serve as a gateway for fans to access the broader NBA content ecosystem.

NBA Commissioner Adam Silver emphasized the alignment of this deal with the league's global ambitions. According to Silver, the digital opportunities presented by Amazon perfectly complement the NBA's international appeal. He highlighted Prime Video's massive subscriber base as a key factor in dramatically expanding the NBA's ability to reach fans through new and innovative methods.

For the WNBA, this agreement represents a significant step forward in terms of visibility and accessibility. Prime Video will have exclusive rights to stream WNBA postseason games for the first time, including one first-round series each year, plus seven Semifinal series and three WNBA Finals over the course of the 11-year deal. This increased coverage is likely to boost the profile of women's professional basketball and potentially attract new fans to the sport.

The timing of this deal is particularly significant given the current state of the sports broadcasting landscape. Traditional television networks have long dominated sports broadcasting, but streaming platforms have been making significant inroads in recent years. Amazon's acquisition of these NBA and WNBA rights follows its successful foray into NFL broadcasting with Thursday Night Football, which has seen substantial viewership growth since moving to Prime Video.

Mike Hopkins, Head of Prime Video and Amazon MGM Studios, positioned this deal as a cornerstone of Prime Video's evolving sports business. He emphasized how the addition of NBA and WNBA basketball complements Prime Video's existing content offerings, including original films and shows, partner streaming services, licensed content, and rent or buy titles. This comprehensive approach positions Prime Video as a "one-stop shop" for video content, with sports playing a crucial role in that strategy.

The deal's impact extends beyond just content distribution. For advertisers, the inclusion of NBA and WNBA games in Prime Video's lineup presents new opportunities to reach engaged audiences. Alan Moss, vice president of global ad sales at Amazon Ads, highlighted the success brands have seen in reaching millions of fans through Thursday Night Football on Prime Video. The addition of basketball to this portfolio is expected to further enhance these advertising opportunities.

Amazon Ads' suite of technology offers brands tools to plan and activate campaigns across Prime Video and beyond. This includes display ads on Fire TV, online video ads, and integration with Twitch. The company claims that its advertising tools, combined with its vast first-party data, allow for more targeted and effective advertising campaigns.

The structure of Prime Video's NBA coverage is designed to complement its existing sports offerings. Regular season coverage will begin with an opening week doubleheader and will include Friday night games, select Saturday afternoon games, and Thursday night doubleheaders starting in January 2026, after the conclusion of Prime Video's Thursday Night Football schedule. This strategic scheduling ensures a consistent flow of high-profile sports content throughout the year.

In addition to live game coverage, Prime Video plans to present live NBA pregame, postgame, and halftime shows as part of its broadcast package. While specific details about talent and production have not been announced, this comprehensive approach suggests that Amazon is committed to creating a full-fledged basketball broadcasting experience.

The international aspect of this deal cannot be overstated. The rights extend worldwide, with only a few exceptions (Greater China, Poland, Finland, Sweden, Norway, Denmark, and the Netherlands). Canada will be included starting in the 2026-27 NBA season. This global reach aligns with both the NBA's international growth strategy and Amazon's position as a global streaming platform.

This deal represents a significant shift in the sports media landscape. Traditionally, sports broadcasting rights have been dominated by traditional television networks. However, the rise of streaming platforms and changing viewer habits have disrupted this model. Amazon's success with Thursday Night Football, which saw a 24% increase in total viewers in the 2023 season compared to the previous year, demonstrates the potential for streaming platforms to successfully broadcast major sports leagues.

The financial terms of the deal were not disclosed in the press release, but given the scope and duration of the agreement, it's likely to be a multi-billion dollar arrangement. This level of investment underscores Amazon's commitment to sports as a key component of its content strategy and its belief in the long-term value of NBA and WNBA broadcasting rights.

For basketball fans, this deal promises increased accessibility to games, particularly for those who have already embraced streaming platforms. The integration of NBA League Pass with Prime Video Channels could simplify the process of accessing a wide range of basketball content. However, it also means that fans who want to watch all NBA games may need to subscribe to multiple services, as other broadcasters are likely to retain some rights.

The impact of this deal on traditional broadcasters and cable networks will be significant. While the press release doesn't specify which current rights holders might be losing games to Amazon, it's clear that there will be a shift in the distribution of NBA content. This could accelerate the trend of cord-cutting, as more sports content becomes available through streaming platforms.

For the NBA and WNBA, this deal represents a significant vote of confidence in the leagues' future growth and appeal. The long-term nature of the agreement provides financial stability and a platform for continued expansion of their global fan bases. The increased visibility for the WNBA, in particular, could be transformative for women's professional basketball.

As streaming continues to grow as a primary method of content consumption, deals like this are likely to become more common. Other major sports leagues will be watching closely to see how this partnership unfolds and may consider similar arrangements in the future. This could lead to a more fragmented sports broadcasting landscape, with different leagues and events spread across various streaming platforms.

In conclusion, Amazon Prime Video's acquisition of NBA and WNBA broadcasting rights represents a seismic shift in the sports media landscape. This 11-year deal, set to begin in 2025, will reshape how basketball fans around the world consume content and engage with their favorite teams and players. As the lines between traditional broadcasting and streaming continue to blur, this agreement may well be remembered as a pivotal moment in the evolution of sports media.

Key facts

Amazon Prime Video and the NBA announced an 11-year media rights agreement on July 25, 2024.

The deal begins with the 2025-26 NBA season and includes 66 exclusive regular-season games.

Prime Video will have exclusive rights to the NBA Play-In Tournament and select playoff games.

A separate 11-year agreement with the WNBA begins in 2026, including 30 regular-season games per season.

Prime Video will distribute games internationally in select territories with an expanded package.

Prime Video Channels will become the strategic partner for NBA League Pass.

The deal includes special events like an opening week doubleheader and a new Black Friday game.

Amazon Ads will offer advertising opportunities during NBA and WNBA broadcasts.

The agreement extends worldwide, with a few exceptions, and includes Canada from the 2026-27 season.

Financial terms of the deal were not disclosed in the press release.