From Garth Brooks to innovative ad products, here’s what to expect from Prime Video’s Black Friday NFL game

20 November 2023 | By Justin Kirkland, Copywriter

Black Friday Football

Black Friday has become a cultural staple in America for more reasons than one: an abundance of Thanksgiving leftovers, excellent shopping and the unofficial kickoff to a month brimming over with holiday excitement. But among the beautiful wreckage of turkey stuffing sandwiches and holiday decor, there’s always a little more room for a little more NFL. This year, that gift comes the day after Thanksgiving. On 24 November, Prime Video will present the NFL’s first-ever Black Friday game.

The matchup between the New York Jets and the Miami Dolphins will stream free exclusively on Prime Video at 3 p.m. EST, but you don’t need a Prime membership to watch the game. Anyone with an Amazon account will be able to stream the event. All you need to access the game is to create an Amazon account, which doesn’t cost anything. That gives access to the live pre- and post-shows coming straight from MetLife Stadium, as well as multiple alternate stream options that allow you to watch the game how you most enjoy it. Whether that’s with commentary from comedy and trick shot group Dude Perfect, through the TNF en Español stream, or by diving into the analytics with Prime Vision with Next Gen Stats, the experience is yours to explore. On top of that? There will be opportunities for viewers to take advantage of exclusive shopping deals that will be revealed on screen throughout the day.

With a new instalment of NFL football on Black Friday comes a slew of new opportunities for brands to reach customers. Living at the centre of content and commerce, Prime Video is the perfect home for the Black Friday game, bringing together the excitement of a good deal with the high-energy entertainment of NFL football. And when all of that falls on a day as notable as Black Friday, the opportunities for brands have to be just as special. The NFL, Prime Video, and Amazon Ads have worked to create a day full of exciting pop culture moments, community initiatives, and custom advertising solutions.

From special Black Friday-exclusive sponsorships to celebrity appearances, here are six features to keep an eye out for during this year’s inaugural Black Friday game on Prime Video.

More interactive video ads

Black Friday has always been a massive day for brands, with opportunities to reach customers at scale. For this Black Friday Football game, advertisers will be debuting custom creative ads that Amazon produced with TNF talent. Additionally, there will be twice as many interactive video ads airing during the game, as compared to the typical TNF match up. An ideal pairing with live sports’ highly engaged audiences, interactive video ads provide a second-screen experience within the stream. That allows customers to browse, discover and purchase relevant products in real time. The relevance of those ad placements are top of mind, too. With audience-based creative, advertisers can deliver distinct ad creative to ensure each customer is getting a relevant, impactful ad. By segmenting audiences using Amazon’s first-party signals, the advertising experience is more meaningful than ever before.

And no matter how advertisers choose to reach audiences, they are able to continue the conversation after the final whistle with remarketing, which allows advertisers to reengage audiences who were exposed to creative during the game. The out-sized demand is notable as well; ad inventory for the Black Friday game, as well as the TNF games surrounding Black Friday, is sold out.

Five people

TNF Talent (L to R: Taylor Rooks, Richard Sherman, Tony Gonzalez, Charissa Thompson, Andrew Whitworth, Ryan Fitzpatrick) will be on deck to offer commentary throughout the NFL and Prime Video's Black Friday game.

Retail deals throughout the game

Black Friday would simply not be complete without a good deal. Throughout the game, we will unveil deals featuring top brands our customers love. Customers will want to stick around through the entire game, as the discounts will get better and better, with deals dropping throughout the game, reaching audiences at a crucial moment without interrupting their streaming experience. Viewers can watch the match up, shop on Amazon and never lose sight on the game.

Black Friday–exclusive sponsorships

While Prime Video’s regular Thursday Night Football broadcast features an established slate of official sponsors, Prime Video’s Black Friday game will open up opportunities to new sponsors. Those new brands will be sponsoring 15-minute blocks before the game kicks off. Keep an eye out for some familiar faces during those segments in particular.

Garth Brooks post-game performance

Blame it on his roots when Garth Brooks shows up in boots for a special post-game performance. The diamond-certified country music artist will livestream a “Dive Bar” concert-edition of Amazon Music Live from his new bar in Nashville, Friends in Low Places Bar & Honky-Tonk, on Black Friday, 24 November, following the post-game show. With promotions leading up to the game, all the way through the stream, the first-ever NFL Black Friday game will end with Brooks performing all-new music and classic hits, including tracks from his new studio album, Time Traveler.

TNF for Good

Even with the excitement around the long holiday weekend, the festive season is a time to remember the importance of giving back. TNF for Good will be standing alongside NFL Inspire Change and the New York Jets for an in-broadcast moment celebrating a $100,000 donation ($30,000 in goods and $70,000 in funding) to support an NFL co-hosted event that will provide new computer and classroom equipment to a nationally recognised tech-training nonprofit, Per Scholas. Volunteers will be putting together equipment and refurbishing the damaged classroom.

People with cheque

TNF for Good will be standing alongside NFL Inspire Change and the New York Jets for an in-broadcast moment celebrating a $100,000 donation.

Chef David Chang

Culinary icon, television personality, author, and entrepreneur David Chang will bring his new series of Prime Video features to the Black Friday game. As part of his appearance, Chang will contribute a special culinary surprise for NFL Black Friday game.

“Food and football are such a big part of the fan experience,” said Mike Muriano, executive producer of Live Sports for Prime Video, “so, to have someone of David’s calibre celebrate fans and put his spin on the role food plays on game-day culture will be an exciting addition to our broadcast.”

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