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3 weeks ago
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After debuting its Black Friday NFL coverage last November, Amazon is leaning into the ritual, announcing it will add an NBA game on the day starting in 2025.
The tech giant’s Prime Video division secured a long-term rights deal with the NBA, bolstering its live sports offerings and adding more enticements for ad buyers.
While Amazon has NFL rights through 2032, its Black Friday games have been slated one by one, though the league and the company have both expressed considerable enthusiasm for the venture. Prime Video VP Jay Marine called it “a perfect marriage,” given the day’s longtime significance for Amazon. NFL Media EVP Hans Schroeder, meanwhile, said the game provides “an opportunity for us to continue to innovate with Amazon,” with a viewing experience that “will feel a little bit different and unique for that day.”
Amazon announced its NBA plans during an event hosted by ad industry trade outlet Adweek. It also said ad inventory for this year’s Black Friday NFL game between the Kansas City Chiefs and Las Vegas Raiders is sold out. About 40% of the advertisers are new to the game, the company noted.
The game’s timing on the day after Thanksgiving, traditionally the kickoff to the holiday shopping season, has enabled Amazon to leverage its e-commerce operation. Viewers can expect to see “shoppable” ads on the broadcast, directing them to deals on Amazon as well as custom brand landing pages.
The NBA deal, which takes effect during the 2025-26 season, will give Prime Video 66 regular season games, including an opening-week doubleheader and the in-season tournament’s semifinal and final rounds. Games will be distributed in the U.S. and globally, with an expanded package of games in territories including Mexico, Brazil, France, Italy, Spain, Germany, the UK and Ireland.
The tech company will also have a studio for its NBA coverage, which will be a first after its NFL pre- and post-game programming has been based on sets erected at Thursday night host stadiums.
