NHL returns to Prime Video, now on Wednesdays: Here’s what advertisers need to know

Prime Video and Rogers Communications have announced a landmark 12-year sublicensing agreement—the longest sports streaming rights commitment in Canadian history—making Prime Video the exclusive long-term home of Wednesday Night Hockey in Canada. Beginning with the 2026–2027 season, Prime Video will air at least 26 national regular-season games in English and French plus select Stanley Cup Playoff series in Canada, comprised of two First Round playoff series and one Second Round series per year.

For advertisers, this builds on a successful foundation: Prime Video has already proven its ability to deliver audiences and measurable results through two successful seasons of Monday Night Hockey. Now, shifting to Wednesday Night Hockey with a long-term deal—and with Amazon’s engaging ad formats and extensive reach available across every game—the opportunity for brands has never been stronger.

Delivering an engaged, hard-to-reach audience

Prime Video's NHL viewers are 2.6x¹ more likely to be cord-cutters, placing them out of reach of traditional television buys. Those who are tuning in are also spending more time with Prime Video—averaging 68 minutes per game versus 48 minutes on linear TV.² That attention translates: Prime Video live sports viewers are 60% more likely to pay attention to commercials and 40% more likely to buy the products advertised during broadcasts.³

What Wednesday Night Hockey looks like for the 2026–2027 season

The 2026–2027 season of NHL on Prime begins September 30. New for this season, Prime Video will also produce dedicated English and French broadcasts. On-air talent and further details on production to be shared soon.

Beyond the regular season, the deal includes exclusive rights to select Stanley Cup Playoff series annually—two First Round and one Second Round series—giving advertisers access to playoff hockey for the first time with Prime Video. All games will be available live and on-demand on Prime Video and included with a Prime membership in Canada.

Flexible advertising solutions built for every objective

NHL on Prime offers advertisers flexible buying options to match any objective or timeline. At launch, Video packages span Full Season plus Playoffs, Full Regular Season, and Half Season available in National (English and French combined), English-only, or French-only.

Prime Video also brings advertising technology that takes campaigns beyond the standard ad break. Interactive Video Ads enable Add-to-Cart from the ad spot with the click of a remote. Audience-Based Creative aligns in-game messaging with custom audience segments using Amazon's first-party signals. Remarketing extends reach post-game across upper, mid, and lower-funnel products, while Amazon Marketing Cloud measures impact across Amazon stores, advertiser-owned sites, and beyond.

Brand partnerships: Becoming part of the story

NHL on Prime offers a comprehensive suite of brand partnership opportunities that allow advertisers to embed themselves directly into the broadcast. Available formats include Presenting Partner, Intermission Sponsor, Power Play Sponsor, Score Clock Takeover, Overtime Sponsorship, and Billboard placements.

Those partnerships deliver measurable results. Brand lift studies across 12 full-season Prime Monday Night Hockey campaigns found sponsorships delivered 3.7x the industry norm for Ad Awareness, 5.5x for brand association, and 7.4x for brand favorability.⁴

Prime Video’s extensive live sports slate

NHL on Prime is just one part of the story: Prime Video’s Canadian live sports portfolio now delivers content five nights per week—spanning NBA, PWHL, WNBA, NWSL, and NHL—so multi-sport investment unlocks further efficiency and scale throughout the year.

Get started

With NHL on Prime’s 2026–2027 season coverage starting on September 30, the planning window is open now. Contact the Amazon Ads team to learn more about available inventory, brand partnership and integration packages, and how to build a full-funnel strategy around Canada’s most-watched sport.

Sources:

^1-2 Numeris, Oct '25–Apr '26

³ Amazon Internal Data, US, September 2024–January 2025 (Full season).

⁴ Dynata, Brand Lift Studies across 12 full seasons of Prime Monday Night Hockey campaigns