Prime Video and the NBA announce landmark 11-year global media rights agreement beginning in 2025

Amazon Prime Video and the NBA have announced an 11-year media rights agreement, beginning with the 2025-26 NBA season. In a landmark deal, Prime Video will present exclusive global coverage of 66 regular-season NBA games, including an opening week doubleheader, a new Black Friday NBA game, and all games from the Knockout Rounds of the Emirates NBA Cup, including the in-season tournament’s Semifinals and Finals.

Prime Video also acquires rights to exclusive coverage of 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. Prime Video will distribute its package of games in the U.S. and internationally, with an expanded package of games in select territories, including Mexico, Brazil, France, Italy, Spain, Germany, the United Kingdom and Ireland. This expanded package includes 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.

As part of the agreement, Prime Video Channels will also be 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, in the U.S. and internationally.

“The digital opportunities with Amazon align perfectly with the global interest in the NBA,” said NBA Commissioner Adam Silver. “And Prime Video’s massive subscriber base will dramatically expand our ability to reach our fans in new and innovative ways.”

Prime Video has also announced a new 11-year rights agreement with the Women’s National Basketball Association (WNBA), commencing in 2026, in which Prime Video will exclusively stream 30 WNBA regular-season games each season worldwide, including the Championship Game of the WNBA Commissioner’s Cup presented by Coinbase.

The agreement also gives Prime Video exclusive 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.

“NBA and WNBA basketball will serve as yet another cornerstone of the robust sports business our Prime Video team has built in just the last six years,” said Mike Hopkins, Head of Prime Video and Amazon MGM Studios. “When combined with our original films and shows; partner streaming services; licensed content; and rent or buy titles – our sports offering is a major driver of Prime Video’s evolution into a genuine one-stop shop for everything our customers want in video.”

“We are proud to be the first exclusive streaming partner for the NBA, bringing Prime members across the globe one of the most exciting and most popular sports in the world. With 66 regular season games, the NBA Cup, the Play-In Tournament, more than 20 playoff games every year, and NBA League Pass, we’re giving basketball fans around the world more ways than ever to watch the action,” said Jay Marine, Global Head of Sports, Prime Video. “Over the past few years, we have worked hard to bring the very best of sports to Prime Video and to continue to innovate on the viewing experience. We’re thrilled to now add the NBA to our growing sports lineup, including the NFL, UEFA Champions League, NASCAR, NHL, WNBA, NWSL, Wimbledon, and more. We are grateful to partner with the NBA, and can’t wait to tip-off in 2025.”

Over the past three years, Prime Video has rapidly become a leader in presenting live sports worldwide, with a lineup of marquee properties available on the service in 2024 and 2025 including the NFL, the WNBA, NASCAR, and the NWSL in the U.S., the NHL in Canada, UEFA Champions League soccer in the U.K., Germany and Italy, Premier League soccer in the U.K. and Sweden, Roland Garros tennis in France, and Wimbledon in Germany and Austria.

Live sports have also offered brands the opportunity to connect with millions of viewers on Prime Video through Streaming TV ads. At its first-ever upfront presentation in May, Amazon highlighted the scale of its premium content offerings anchored by Prime Video, which has an average monthly ad-supported reach of 200 million global customers across movies, shows, sports, and more.

“We’re thrilled to add the NBA to our growing portfolio of live sports content on Prime Video, as we extend our partnership with the WNBA,” said Alan Moss, vice president of global ad sales at Amazon Ads. “Over the past two seasons as the exclusive home to TNF, our customers have seen tremendous success reaching millions of fans on Prime Video. We’re excited to continue to expand our live sports offerings to help brands connect with passionate viewers with the help of our billions of first-party insights, innovations, and robust suite of ad tech solutions.”

Through live sports on Prime Video, brands can connect with a younger, more affluent, and engaged streaming audience. The 2023 TNF audience on Prime Video, for example, averaged seven years younger and had a higher median household income than NFL linear audiences. TNF viewers on Prime Video also watch an average of 82 minutes per game—6% longer than NFL linear. According to Nielsen, the 2023 season of TNF registered a 24% increase among total viewers over the previous season (11.86 million vs. 9.58 million), with 13 weeks of double-digit, year-over-year (YoY) gains among total viewers, as well as its second consecutive season of double-digit increases in the hard-to-reach P18–34 demographic.

Amazon Ads offers powerful ad tech tools that make it easier to drive results across the planning and activation stages of Prime Video ads campaign and beyond. The full suite of Amazon Ads technology helps brands activate a full-funnel strategy that extends beyond Prime Video with solutions that include display ads on Fire TV, online video ads, and Twitch.

Prime Video’s regular season NBA coverage will tip off at the start of the 2025-26 season with an opening week doubleheader, and will include Friday night games, select Saturday afternoon games, and Thursday night doubleheaders, which will begin in January 2026 after the conclusion of Prime Video’s Thursday Night Football schedule. Prime Video will present live NBA pregame, postgame and halftime shows as part of its coverage, with additional details around talent and production to be announced at a later date. Prime Video will also stream half of all NBA Summer League games, as well as a package of WNBA and NBA G League regular-season and postseason games.

The international live game package rights extend worldwide, with the exception of Greater China, Poland, Finland, Sweden, Norway, Denmark, and the Netherlands, with rights in Canada beginning in the 2026-27 NBA season.