Amazon announced that Prime Video has successfully extended its UEFA Champions League broadcasting rights in three major European countries. This deal comes after a successful inaugural season that attracted 13 million viewers in the UK, according to Amazon.
The new four-year agreement will be active from 2027 to 2031, allowing Prime Video to continue airing the premier Tuesday match each week in the UK while showcasing the top Wednesday games in Germany and Italy. This extension builds upon the current contract that runs through the 2026/27 season.
Alex Green, Managing Director of Prime Video Sport International, shared the news on LinkedIn, expressing his enthusiasm: “I’m very happy to announce the renewal of our UEFA Champions League top pick rights in the UK, Germany, and Italy for a further four years from 2027–2031.” He also credited key team members, including Tim Wood, Oliver Holland, and Boris Gartner, for their significant contributions to securing the deal.
This announcement coincides with Prime Video’s expanding advertising capabilities across Europe. The streaming service reaches over 17 million customers in Germany each month, underscoring its growing commercial influence as it invests in sports content.
Amazon’s initial run of Champions League matches achieved remarkable viewer engagement during the 2024–25 season, with high-profile games such as Manchester City vs. Real Madrid and Liverpool vs. PSG drawing considerable attention. Earlier in November 2025, over 10 million viewers in the UK and Ireland watched Liverpool play Real Madrid, while the game between PSG and FC Bayern Munich in Germany broke new viewership records for the League Phase.
The broadcasting rights are included at no extra charge for Prime members, with a standard Prime membership priced at £8.99/month or £95/year in the UK. Standalone Prime Video subscriptions are available for £5.99/month, differentiating Amazon’s approach from traditional pay-per-view sports models that require additional sports packages.
In the current season, Amazon introduced Prime Vision, a feature designed to enhance the viewing experience for Champions League matches. This long-term deal provides Amazon with further opportunities to innovate in its sports content offerings, as Green noted.
The rights extension aligns with significant investment in streaming sports infrastructure across the television advertising industry. Projections suggest CTV advertising’s share of media budgets will increase from 14% in 2023 to 28% in 2025, encouraging platforms to secure high-demand live sports content that can attract dedicated audiences.
Beyond European football, Prime Video’s sports lineup includes a variety of live events and sports documentaries, covering major leagues like the NFL and numerous tennis tournaments. Recent documentary offerings have focused on football legends and the broader history of sports.
Amazon’s advertising strategies encompass not only Prime Video but also Freevee, Twitch, and third-party apps on Fire TV. Since introducing advertisements on Prime Video in the U.S. in January 2024, the service has expanded to other countries, including the UK, Canada, Germany, and several others throughout 2024.
Efforts to enhance the advertising framework are ongoing, with the integration of Prime Video viewing data into Amazon Marketing Cloud as of November 11, 2025. This development provides advertisers with detailed insights into viewing habits, including title data, content classifications, and engagement metrics.
The trend of connected TV sports streaming is surpassing that of traditional television, with eMarketer projecting 114.1 million people will watch live sports digitally in 2025, compared to 82.0 million through conventional TV broadcasts. This shift presents enormous commercial possibilities for platforms holding premium sports rights.
At Amazon’s advertising upfront event in Germany on June 4, 2025, it was revealed that 95% of Prime Video viewers in Germany made purchases from Amazon within three months prior, and these viewers tend to spend 75% more than average customers.
