NEWS
Amazon Ads announces presenting sponsors for NBA on Prime
October 8, 2025
Amazon Ads has unveiled its lineup of presenting sponsors for the inaugural season of NBA on Prime, tipping off on October 24. The 11-year agreement between Prime Video and the NBA will bring 67 regular season games, the Emirates NBA Cup, the SoFi NBA Play-In Tournament, and NBA Playoffs to Prime Video.
Presenting sponsors for NBA on Prime include:
- CarMax is sponsoring NBA on Prime Pregame.
- AT&T is sponsoring halftime segments and serving as the technology provider for the LED court and Amazon Studios’ NBA production studio in Culver City.
- Universal Orlando Resort is sponsoring The Crossover bridge show between double-header games.
- Wayfair is sponsoring the NBA Nightcap postgame show.
- Wingstop is sponsoring Thursday and Friday games.
- Mercedes-Benz USA is sponsoring Saturday games.
- State Farm® is sponsoring the second round NBA playoffs.
"These partnerships represent another milestone as we continue to expand our live sports offerings," said Danielle Carney, Head of U.S. Video and Live Sports Sales, Amazon Ads. "The strong response validates our approach to making premium branded opportunities available on Prime Video around sports content like the NBA. By leveraging our successful learnings with Thursday Night Football, we're creating an enhanced NBA advertising experience that enables brands to forge meaningful connections with passionate basketball fans through premium content, innovative ad formats, and exclusive measurement capabilities that deliver full-funnel results."
Prime Video's NBA coverage complements Amazon's expanding live sports portfolio that includes Thursday Night Football, WNBA, NWSL, and NASCAR. The inaugural season tips off globally with an opening-week doubleheader on October 24. The Boston Celtics visit the New York Knicks and the Los Angeles Lakers host the Minnesota Timberwolves in two NBA playoffs rematches.
