Amazon would like to continue showing the Bundesliga in a Prime Channel beyond the season, but has to contact Sky or DAZN. When the rights were granted last summer, they missed out.
Obviously, contrary to expectations, they even completely held back the auction for the Bundesliga rights. At the DFL there had certainly been hopes that Amazon would intervene in the bidding race. After all, the online giant, together with DAZN, came across the gap that threatened to arise from Eurosport’s refusal to pay (DIGITAL TELEVISION reported). But when the time came, there was apparently radio silence.
In an interview with “Sportbild”, Alex Green, Director of Sports at Amazon Prime Video, did not object to the question of why his division did not bid for the Bundesliga broadcasts. However, what he replies has some potential. Because the strategy seems to be different at Amazon.
Sky or DAZN as Amazon Prime Channel?
In his answer, Green pointed out that the Friday games and a handful of other kick-off times are currently still being offered through Eurosport until the summer as Prime Channel. At times, access to it was sold for just one cent (DF report on this).
Now Green gives the “Sportbild” to understand that one is not pursuing the approach of necessarily having to buy sports rights. The variant that was used with Eurosport Player would, according to him, be “an option for the Bundesliga beyond the summer”.
In these few words hides the offer to Sky and DAZN, who, as is well known, were awarded the contract at the auction of the Bundesliga rights, maybe even think about a Prime Channel. At least both do not seem to be excluded.
While DAZN is already indirectly part of the Eurosport cooperation, Sky announced shortly before Christmas that the Sky ticket app will still be available on Fire TV devices in the first half of 2021 (DF report from 14. December).
The leap to a Prime Channel doesn’t seem to be as big as it might have been assumed when Amazon missed out on the Bundesliga rights allocation.
“This way we can offer more choice without buying rights ourselves.” Green then appropriately closes the interview.
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- Bundesliga: © Michael Stifter – stock.adobe.com