The playbook for live sports advertising in 2026
Audiences are turning to streaming to watch their favorite live sports, and here's how brands can connect with them in 2026.
Premium live sports.
No matter the season.
Explore the must-watch sports available to Prime members worldwide.
Thursday Night Football
17 exclusive NFL games, including Thursday Night Football, Black Friday and Wild Card. Click here for the 2026 TNF schedule.
United States
NBA
60+ exclusive regular season games, including NBA Cup Championship, plus exclusive Play-In Tournament and playoffs coverage.
Global*
WNBA
30 regular season games, plus WNBA Commissioner’s Cup Championship and exclusive postseason coverage.
Global*
NASCAR
5 exclusive Cup Series races beginning Memorial Day weekend, plus additional Practice & Qualifying coverage.
United States
National Women's Soccer League
25 regular season games, plus the NWSL Challenge Cup and one quarterfinal playoff fixture.
United States, Canada
Duke basketball
Exclusive high-profile, neutral-site matchups vs. UConn (Thanksgiving Eve), Michigan (Christmas Week) and Gonzaga.
Global
The Skins Game
Black Friday tees off with The Skins Game on Prime, featuring four PGA Tour stars competing for a cash prize.
United States
NBA and WNBA League Pass
Global channels store destination for NBA and WNBA League Pass, offering out-of-market, locally-broadcasted games.
Global
Global sports
UEFA Champions League, Wimbledon, Roland-Garros, Brazilian Série A, Major League Baseball, and more.
Country availability varies by sport
Delivering premium Prime Sports audiences
#1
Most engaged
+41% more engaging than average competitive sports networks, the most engaging live sports environment for advertisers.1
7+
Years younger
Younger median average age among Prime Sports audiences compared to competitive sports networks.2
3.1x
More purchases
Prime Sports audiences on Amazon compared to the average Amazon shopper.3
#1
Prime Video’s 2025 TNF season was the most-viewed season in Thursday Night Football history (15.3 MM P2+ average viewers), and Prime’s NFL Wild Card game delivered the most-streamed NFL game ever (31.6 MM P2+ AMA).4
Driving measurable full-funnel impact
Learn how your brand can deliver results with Prime Sports.
Get off the sidelines and into the game
Discover how your brand can become part of the water cooler moments that happen on Prime Video
*NBA and WNBA programming available worldwide, excluding Greater China, Poland, Finland, Sweden, Norway, Denmark, and the Netherlands.
Sources:
1 EDO, 2025-26, based on aggregate Google search engagement rate of Prime Video TNF, NBA, and NASCAR Cup Series programming vs. aggregate search engagement rate of competitive sports networks
2 Nielsen, 2025-26, median age based on average margin across TNF, NBA and NASCAR
3 Amazon internal data, 2025
4 Nielsen Big Data+Panel 2025 (previous seasons panel-only)