Football is open: Welcoming a new era of Thursday Night Football on Prime Video

February 10, 2022 | By Dora Wang, Content Marketing Manager

There are moments that all NFL fans know well:

Holding your breath as a deep pass spirals through the air towards the receiver’s waiting hands ...

Tampa Bay Buccaneers wide receiver Mike Evans makes a catch in front of Los Angeles Rams cornerback Jalen Ramsey.

Sitting on the edge of your seat while your team mounts a fourth-quarter comeback …

Cincinnati Bengals quarterback Joe Burrow leaps for a first down against Tennessee Titans linebacker Jayon Brown.

Jumping up in celebration when your team scores the game-winning touchdown …

Kansas City Chiefs quarterback Patrick Mahomes throws a pass in a playoff game against the Buffalo Bills.

We look forward to joining fans for more moments like these over the next 11 years, as Amazon becomes the exclusive streaming home for Thursday Night Football.

A new era of Thursday Night Football

On Sunday, Super Bowl LVI will mark the culmination of the 2021 NFL season. Like fans around the country, we’re excited to watch the Cincinnati Bengals and the LA Rams—an underdog Cinderella story versus an NFC West powerhouse looking to complete the mission they started in Super Bowl LIII—compete for the Lombardi Trophy.

But many fans are already excited about the next season, and so are we, because we can’t wait to find new ways to deliver for customers. Our playbook for Thursday Night Football on Prime Video in 2022 is full of new opportunities across programming and ads that will delight both fans and advertisers.

This week, we shared our first look at TNF in 2022 with a new logo, a fan destination page, and Super Bowl ad.

Ukonwa Ojo, global CMO of Prime Video and Amazon Studios, said of our new logo, “We are thrilled to kick off our TNF marketing campaign with this logo unveil. In designing something that both unites our brands and embodies the excitement that only the NFL can deliver, we thought it fitting to capitalize on the buzz surrounding Super Bowl LVI as the first beat of our brand campaign. We look forward to sharing the next chapter with fans during Sunday’s game.”

Today we are also excited to reveal our Super Bowl ad, which will air during Sunday’s game as we watch the epic conclusion of the 2021 season—and preview the opening of the next one.

Kicking off the 2022 season

After all, enthusiasm for football doesn’t go away when the season ends.

Want to keep up with everything TNF during the offseason? Prime Video has launched a fan destination as a pregame warm-up for September, which gives fans a place to follow announcements, access interviews, watch videos, and more.

And once next season begins, we’ll be creating a Thursday Night Football community with creative environments and experiences where consumers can connect and express their fandom across social media, Twitch, and more.

New fans and growing audiences

Advertisers have a great opportunity to reach more viewers through sports streaming. The digital sports audience is only getting bigger. In 2025, one-third of the US (107.4M people) will stream live sports, an increase of 71% compared to 2021.1

During the 2022 NFL season, TNF on Prime Video will continue to draw an audience of passionate and engaged NFL fans. This includes viewers who have historically watched the games on linear TV and have migrated to Prime Video, and existing Prime members who may be more difficult to reach through traditional NFL broadcasts. We have learned from an industry-recognized third-party research source that the Prime Video and Twitch audience, our potential 2022 TNF audience, could add +13% incremental reach over linear NFL audiences and +8% incremental reach over all linear live sports.2

Advertisers can use our Streaming TV ads to reach TNF audiences. Sponsorship opportunities across pre-game, pre-kick, halftime, and post-game are also available. Our robust measurement solutions, plus Amazon’s first-party streaming and shopping signals, will offer more insights than ever before into ad performance and impact as you engage this growing audience.

San Francisco 49ers wide receiver Deebo Samuel runs upfield to score in a playoff game against the Dallas Cowboys.

It’s an exciting time to reach NFL viewers on Prime Video, as we become the exclusive home of Thursday Night Football. We look forward to opening the doors on the 2022 season and welcoming back the fans—and also bringing in new ones.

For more information, reach out to your Amazon Ads account executive.

1 eMarketer, September 2021
2 Nielsen Media Impact, 2021