Amazon Prime Video launched a ‘Thursday Night Football’ spot which puts the viewer right on the NFL sidelines, promotes its current simulcasts and lays the groundwork for its takeover of the NFL package in 2022.
For the 2021/22 season Amazon Prime Video will take over from Fox to become the exclusive home of Thursday Night Football and the Seattle headquartered online retail and streaming giant company began promoting its offering through a campaign that declares it as “The Future Of Football”.
Amazon has been simulcasting the Thursday Night Football games which air on Fox and the NFL Network since 2017 and this spot promoted the kick off of its 2021 broadcasts with 7 October’s game between the Los Angeles Rams and the Seattle Seahawks. From next season Amazon’s Thursday Night Football package will see it stream the games exclusively for the next 11 years.
Created in a collaboration between Amazon and Conscious Minds Studios, the commercial debuted on Prime Video’s social channels and is the first NFL spot from the company since Marc Patrick (a previous DFB executive and Nike’s former Head of Global Brand Communications) joined as the head of sports marketing earlier in the year.
The spot aims to show fans what the future of football will look like on Prime Video and it highlights new technologies such as the x-ray feature, next generation statistics, enhanced replays and multiple broadcast teams – driving home the message that Amazon aims to differentiate itself from the traditional linear broadcasts with an enhanced offering.
As the ad states: “Fans want options, and now you have them. The best seat in the house, without leaving the house. Because Thursdays are for the fans.”
“We created a campaign focused on our unique offerings for viewers,” said Global Head of Sports Marketing at Prime Video Marc Patrick, “Prime Video is delivering ‘Football Your Way’ by offering multiple exclusive announcer options each Thursday and giving fans the ability to tailor their gameday viewing experience to their personal preferences.”
Comment:
Amazon is making a steady but sure entry into the sports streaming world and is leading the way as media giants buy up sports rights and make them available to stream.
Other recent major US deals saw ESPN sign a seven-year deal with the NHL to bring games to ESPN, ABC, ESPN+ and Hulu (with over 1,000 out-of-market games available exclusively on ESPN+), while NBCUniversal’s Peacock offered a comprehensive live stream of the Tokyo 2020 Olympics and Paralympics.
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