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Amazon breaks into English Premier League with new deal

08 June 2018

Amazon has netted a package of rights to English Premier League soccer games for its Prime Video streaming service, a major move into United Kingdom premium sports rights by the US online giant.

The other package of 20 matches was snapped up by BT Sport for £90m, taking their total of games to 52.

The US company breaks up the recent dominance of Sky and BT Sport of lucrative Premier League TV rights in a first for the online sector that is threatening to shake up the traditional sports rights market.

Amazon will livestream the matches on its Prime Video service, which also includes U.S. Open tennis, ATP World Tour Tennis events and National Football League games, at no extra cost to existing members.

Oh, and a one-off fee of £69.99.

Amazon and Twitter, along with Facebook (FB) and the YouTube unit of Alphabet (GOOGL), have been aggressive in trying to strike deals with sport leagues. Sky, whose biggest shareholder is Rupert Murdochs's 21st Century Fox, has 128 games each season in the same cycle.

"Sky and BT are established Premier League partners and provide first-rate coverage of the competition through their live-match broadcasts and comprehensive programming".

Of course, if you are already a Sky Sports customer these prices are liable to be negotiated, these prices are for getting all the packages from scratch.

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The deal has been signed for three seasons, bringing the total number of matches to 60.

The Premier League broadcasting landscape was reshaped Thursday when Amazon became the first internet streaming service to buy live, domestic-only rights and clubs agreed they would no longer equally share all cash from overseas channels.

"This new agreement will continue that trend with a subtle change that further incentivises on-pitch achievement and maintains the Premier League's position as the most equitable in Europe in terms of sharing central revenues".

The soccer deal extends Amazon's lineup of streaming sports events, which includes professional tennis matches and football games.

This year's Wimbledon tennis championships and US Open Tennis will also be available on demand on Amazon Prime in the United Kingdom, the company said.

The Premier League is easing into doling out fixtures to streaming video.

Two of the seven packages of rights available had been left unsold in that last round of deal-making, with the EPL reportedly failing to get its original asking price.

"When the Premier League was formed in 1992 nobody could have envisaged the scale of global growth in the competition which exists now", said Scudamore.

Amazon breaks into English Premier League with new deal