Competitive Edge - Sports & Entertainment Marketing News

Amazon is proving it’s a contender to land NBA rights


The league will likely seek $50 billion to $75 billion for its next multi-year package, said sources. Amazon is paying the NFL around $1 billion a year to exclusively stream TNF through 2033.

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Discussion Questions:

  1. What are traditional broadcast rights?
  2. Why do traditional broadcast companies like ABC, Fox, ESPN and others invest in broadcast rights to live sports?
  3. Why are live sports so valuable from a rights perspective?
  4. How do sports teams and leagues benefit from rights deals?
  5. What are ratings?
  6. Why are ratings important to broadcasters?
  7. Why are they important to advertisers?
  8. Why would Big Tech like Amazon and Apple be interested in streaming rights?
  9. Based on information from this story, how has the performance of Amazon’s streaming broadcasts of the NFL’s Thursday Night Football games this year made it an attractive streaming partner for the NBA?
  10. What is a global product?
  11. Is the NBA a global product?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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