Amazon Prime Video Recruits DraftKings For 'Thursday Night Football' Activation
Tuesday, September 13, 2022 at 08:18PM By Barry Janoff
September 13, 2022: On the eve of becoming the first streaming service to air a season-long exclusive national broadcast package from the NFL, Amazon Prime Video has signed a multi-year deal with DraftKings to become a lead sponsor for Thursday Night Football.
The alliance begins Sept. 15 when the San Diego Chargers visit the Kansas City Chiefs in the first Thursday Night Football game on Prime Video.
DrafKings digital sports entertainment and gaming company and an official NFL sports betting partner said the collaboration would “deliver fans engaging pre-game content and unique betting offers every Thursday throughout the NFL season,”
Financial terms of the alliance were not released.
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 2021, 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.
“The NFL season is the most active time of year for our customers, so collaborating with one of the world's leading technology brands in order to offer engaging content to viewers of Thursday Night Football on Prime Video is a tremendous opportunity for DraftKings,” Stephanie Sherman, DraftKings CMO, said via the company.
“Prime Video is an innovator in live content and we both have a similar focus on constantly improving our customers’ experiences. We look forward to working with Amazon to bring millions of viewers a premium and enhanced experience during Thursday Night Football on Prime Video all season long and for years to come.”
As part of the agreement, Thursday Night Football will contain DraftKings integrations in the live pre-game, including odds and additional sports betting insights.
DraftKings and Amazon will also collaborate on Thursday Night Football-themed offerings, including same-game parlays, which will be available on the DraftKings Sportsbook app.
“We are thrilled to collaborate with DraftKings to bring fans more insights and excitement as part of the TNF viewing experience,” Danielle Carney, head of NFL sales, Amazon ads, said via Amazon.
“DraftKings content will contribute to lively pregame discussions, fan engagement and, perhaps, some bold predictions from our on-air talent.”
To coincide with the start of the NFL season, DraftKings launched a responsible gaming campaign: Practice Safe Bets.
The multi-platform effort also supports the inaugural Responsible Gaming Education Month from the American Gaming Assn., Washington, DC.
A record 46.6 million American adults (18%) plan to bet on the 2022 NFL season, up 3% year-over-year, according to a new American Gaming Assn. survey.
The DraftKing’s campaign features two celebs who would not be successful in their respective high-energy occupations had they not been responsible: WWE star The Miz and skateboarding icon Tony Hawk, who “emphasize the importance of engaging in responsible gaming, including setting limits on play by using the responsible gaming tools available on the DraftKings app.”
The spots will air throughout the NFL season via broadcast and radio, as well as on DraftKings’ social media channels.
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