Amazon Prime Preps For NFL 'Thursday Night Football' With Campaign, New Logo
Tuesday, February 8, 2022 at 06:24PM By Barry Janoff
UPDATED April 29, 2022: The NFL said the Kansas City Chiefs would host the Los Angeles Chargers in the first Thursday Night Football game on Amazon Prime Video Week 2, scheduled for Sept. 15.
Prime Video will become the first streaming service to air a season-long exclusive national broadcast package with the NFL.
The 11-year deal includes 15 regular-season games and one pre-season game per year, with Prime Video also delivering new pre-game, halftime and post-game shows.
The full NFL schedule will be released May 12.
February 8, 2022: In anticipation of taking over exclusive broadcast rights to Thursday Night Football, Amazon Prime Video has unveiled a multi-platform campaign including a new logo and a commercial to air during Super Bowl LVI on NBC.
The NFL's original agreement with Amazon Prime, unveiled as part of a larger series of media distribution deals in March 2021, saw Amazon Prime Video distributing Thursday Night Football starting with the 2023 season, paying $1 billion per year, according to industry analysts.
In May, the NFL said Amazon Prime Video would be the exclusive home of Thursday Night Football beginning with the 2022 season in an 11-year deal put at $1.2 billion per year, also according to industry analysts.
Prime Video will become the first streaming service to air a season-long exclusive national broadcast package from the NFL.
"We know what NFL games mean to fans, and just like the (Los Angeles) Rams and (Cincinnati) Bengals, we're taking our game to the next level," Marie Donoghue, Amazon vp-global sports video, said via the company.
“With Prime Video as the exclusive home for TNF we have the ability to build a one-of-a-kind new experience for Prime members. It's a huge opportunity and one our team is excited to take on as we get ready to kick off this fall."s
The NFL and Amazon first partnered on Thursday Night Football as part of a tri-cast distribution model during the 2017 season, initially with CBS and NBC and then with Fox starting in 2018.
The 2021 season was the last for Thursday Night Football on Fox, which took over rights in 2018.
The 11-year pact includes 15 regular-season games and one pre-season game per season, with Prime Video also delivering new pre-game, halftime and post-game shows, as well as interactive features such as X-Ray and Next Gen Stats.
"We are thrilled to kick off our TNF marketing campaign with this logo unveil," Ukonwa Ojo, global CMO for Prime Video and Amazon Studios, said via the company.
"In designing something that both unites our brands and embodies the excitement that only the NFL can deliver, we thought it fitting to capitalize on the buzz surrounding Super Bowl LVI as the first beat of our brand campaign. We look forward to sharing the next chapter with fans during Sunday's game."
Amazon Prime said the TNF logo was created in partnership with design studio Pentagram.
"It was inspired by the tip of the arrow in the Amazon smile and the pointed shape of a football."
The original brand identification will be threaded throughout production next season.
“Thursday Night Football will be our first-ever digital package, and we are thrilled to exclusively partner with Amazon to bring our games to more fans on more platforms,” NFL commissioner Roger Goodell said via the league when the deals were unveiled in March.
“NFL football drives passionate viewers and Amazon will enable us to continue to grow our fan base in innovative and compelling ways.”
The NFL’s long-term media deals, beginning in 2023, were valued at more than $113 billion by industry analysts, also including CBS, NBC and ESPN/ABC.
Amazon Taking Over NFL ‘Thursday Night Football’ In 2022, Fox, NFL Network Out
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