Prime Video extends UEFA Champions League broadcasting rights to 2031

Amazon announced on November 21, 2025, that Prime Video secured an extension for its top-tier UEFA Champions League coverage across three major European markets. The deal extends Amazon's sports broadcasting presence after a successful debut season that reached 13 million viewers in the UK alone, according to the company's press release.

The four-year renewal covers the period from 2027 through 2031. Prime Video will continue broadcasting the best Tuesday match each week in the UK market while showing the top Wednesday game in Germany and Italy respectively. The coverage extends beyond the current contract that runs through the 2026/27 season.

Alex Green, Managing Director of Prime Video Sport International at Amazon, announced the renewal through LinkedIn on the same day. "Very happy to announce the renewal of our UEFA Champions League top pick rights in UK, Germany and Italy for a further four years from 2027-2031," Green stated in the post. He added specific acknowledgment to key deal team members Tim Wood, Oliver Holland, and Boris Gartner for their work on the agreement.

The announcement arrives as Prime Video advertising capabilities expand across European markets. The streaming platform maintains an average monthly ad-supported reach of more than 17 million customers in Germany, demonstrating significant commercial scale for the sports content investment.

Amazon's initial Champions League coverage generated substantial viewership engagement during the 2024-25 season. The debut campaign featured high-profile fixtures including Manchester City versus Real Madrid, Liverpool versus PSG, and Arsenal versus Real Madrid. Earlier in November 2025, over 10 million viewers tuned into Prime Video across a single evening to watch Liverpool versus Real Madrid in the UK and Ireland alongside PSG versus FC Bayern Munich in Germany, establishing new League Phase viewership records according to Amazon's data.

The broadcasting rights include delivery at no additional cost to Prime members. A standard Prime membership costs £8.99 per month or £95 annually in the UK market, while standalone Prime Video subscriptions are available for £5.99 monthly. This pricing structure differs from traditional pay-per-view sports broadcasting models that typically require separate sports packages.

Amazon introduced Prime Vision during the current season, representing an enhanced viewing experience for Champions League coverage. The long-term deal provides Amazon with extended certainty for developing additional innovations around the sports content, according to Green's statement in the press release.

The rights extension occurs amid substantial investment in streaming sports infrastructure across the television advertising industry. CTV advertising's share of media budgets is projected to double from 14% in 2023 to 28% in 2025, creating commercial incentives for platforms to secure premium live sports content that attracts engaged audiences.

Prime Video's sports portfolio extends beyond European football to include other live sporting events and sports documentaries. The platform offers content including NFL coverage, tennis tournaments, and documentary programming featuring athletes and teams. Recent documentary releases on Prime Video include titles covering football legends and sports history.

Amazon's streaming advertising business operates across Prime Video, Freevee, Twitch, and third-party applications on Fire TV devices. The company introduced advertisements to Prime Video in January 2024 across the United States, subsequently expanding to the United Kingdom, Canada, Germany, Austria, France, Italy, Spain, Mexico, and Australia throughout 2024.

The measurement infrastructure supporting Prime Video advertising continues developing. Amazon integrated Prime Video viewership signals into Amazon Marketing Cloud on November 11, 2025, enabling advertisers to analyze viewing patterns across the streaming platform's catalog. The system provides content engagement data including title information, content type classification, and show-level engagement metrics.

Connected television sports streaming viewership substantially exceeds traditional television consumption. According to eMarketer projections cited in industry reports, 114.1 million people are expected to watch live sports digitally in 2025, compared to 82.0 million through traditional television broadcasts. This audience migration creates commercial opportunity for platforms controlling premium sports rights.

Amazon's German advertising upfront event on June 4, 2025, disclosed that 95% of Prime Video viewers in Germany made Amazon purchases within the previous three months. Those viewers spend 75% more than average Amazon customers, according to data shared at the event. This purchasing behavior data supports Amazon's strategy of integrating commerce signals with entertainment content for targeted advertising opportunities.

The Champions League renewal announcement coincides with Amazon's broader advertising technology expansion. The company launched AI-powered campaign automation tools on November 11, 2025, enabling natural language campaign targeting across Amazon DSP platforms. These tools streamline programmatic advertising workflows for brands seeking to reach streaming audiences.

Prime Video's advertising transparency capabilities have expanded throughout 2024 and 2025, providing advertisers with detailed placement information including show title breakdowns. The system enables brands to assess contextual relevance of advertisement placements within specific content, addressing advertiser demands for visibility into where campaigns appear.

The renewal positions Amazon as a long-term broadcaster for European football's premier club competition through 2031. UEFA Champions League coverage represents premium sports inventory that attracts consistent weekly audiences across the competition's September through May season structure.

Live sports streaming presents unique monetization challenges compared to on-demand content. Advertising infrastructure for live sports requires specialized capabilities including handling traffic spikes when millions of viewers simultaneously request personalized advertisements during major matches. Technical solutions address network congestion issues that occur during high-viewership programming.

Amazon's investment in long-term sports broadcasting rights reflects strategic priorities around building engaged streaming audiences that demonstrate high commercial value. The Champions League viewership data showing millions of concurrent viewers provides substantial advertising inventory during premium programming that commands advertiser attention.

The geographic scope of the renewal covers major European advertising markets. The UK, Germany, and Italy represent significant portions of Amazon's European operations, with established Prime membership bases and developed advertising infrastructure. The synchronized renewal across three markets enables coordinated campaign opportunities for pan-European advertisers.

Sports content historically drives subscription retention and engagement for streaming platforms. The predictable weekly schedule of Champions League matches provides consistent audience return patterns throughout the football season. This recurring engagement differs from episodic entertainment content that concentrates viewership around release dates.

Amazon continues investing in sports documentation alongside live coverage. The Prime Video catalog includes sports documentaries covering football clubs, athletes, and competitions. These titles extend sports content value beyond live match windows, providing year-round programming that appeals to sports enthusiasts.

The extension agreement structure provides both UEFA and Amazon with long-term stability. Broadcasting rights typically involve multi-year commitments that enable rights holders to plan investments while providing broadcasters with certainty for building production capabilities and promotional strategies around secured content.

Prime Video's European expansion trajectory follows Amazon's established pattern of methodical market development. The company typically launches advertising capabilities in the United States before extending functionality to additional markets based on infrastructure development and regulatory requirements.

The announcement comes as programmatic guaranteed deals for Prime Video enable self-service advertisers to secure assured inventory delivery alongside flexible pricing through preferred deals. These buying mechanisms provide advertisers with multiple paths to access streaming sports inventory based on campaign requirements.

Amazon's position in streaming sports broadcasting reflects broader industry transformation as traditional media companies and technology platforms compete for premium live content rights. The Champions League represents one of several major sporting competitions where streaming platforms now hold primary or shared broadcasting rights alongside traditional television networks.

Timeline

• January 2024 - Amazon introduces advertisements to Prime Video in United States
• February 2024 - Prime Video advertising launches in UK, Canada, Germany, Austria
• May 2024 - Prime Video Channel Insights dataset launches in open beta
• June 4, 2025 - Amazon holds first German advertising upfront event, announces 17 million monthly reach
• August 2024 - Amazon introduces programmatic guaranteed deals for Prime Video advertising
• August 2024 - Amazon expands content transparency reports including show title breakdowns
• October 31, 2025 - Amazon enables zip code-level ad targeting for Prime Video
• November 11, 2025 - Amazon launches Prime Video viewership signals in Marketing Cloud
• November 11, 2025 - Amazon introduces AI-powered campaign automation for DSP
• November 18, 2025 - Prime Video Channel Insights dataset exits beta phase
• November 21, 2025 - Amazon announces UEFA Champions League rights extension through 2031

Summary

Who: Amazon's Prime Video secured extended UEFA Champions League broadcasting rights. Alex Green, Managing Director of Prime Video Sport International, announced the renewal alongside key deal team members Tim Wood, Oliver Holland, and Boris Gartner.

What: Prime Video extended its UEFA Champions League broadcasting agreement for four years covering the 2027-2031 period across three European markets. The deal includes the top-pick Tuesday match in the UK and the best Wednesday game in Germany and Italy respectively. The content remains available to Prime members at no additional cost beyond standard subscription fees.

When: Amazon announced the rights extension on November 21, 2025. The extended coverage begins after the current contract expires following the 2026/27 season and runs through the 2030/31 season. Prime Video's debut Champions League season in 2024-25 reached 13 million viewers in the UK.

Where: The broadcasting rights cover the United Kingdom, Germany, and Italy markets. These three countries represent major portions of Amazon's European operations with established Prime membership bases and developed advertising infrastructure enabling commercial exploitation of sports content.

Why: The extension follows Prime Video's successful debut season demonstrating substantial viewership engagement including 13 million UK viewers and over 10 million viewers across a single evening in November 2025. The long-term agreement provides Amazon with certainty for developing additional innovations around sports content while securing premium live programming that attracts engaged audiences with high commercial value for advertisers. The renewal occurs as streaming platforms increasingly compete for premium sports rights amid audience migration from traditional television to digital platforms.