Amazon's Prime Video has finalized a multiyear agreement with Duke University, marking its initial foray into college sports broadcasting. The partnership will feature three neutral-site, nonconference men's basketball games per season from the Blue Devils program. This development aligns with Prime Video's expanding sports portfolio, which already includes professional leagues like the NFL and NBA.
The pact underscores Prime Video's broader strategy to leverage live sports to drive Prime membership and advertising revenue, as highlighted in previous reports.
The agreement, announced on Thursday, is described by Charlie Neiman, Prime Video's head of sports partnerships, as an opportunity to offer fans "marquee matchups featuring the most successful programs in the nation." Nina King, Duke's athletic director, stated that the deal "expands the global reach" of the five-time NCAA champion program.
Prime Video's commitment to live sports has been evident through its previous broadcasts, including NFL and NBA games. The platform is also slated to air NASCAR races and has been expanding its offerings across various sports, including MLB and college football, as seen with "The Skins Game." This move into college sports signals a deliberate effort to capture a wider audience within the sports viewership landscape.
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Strategic Expansion in Sports Media
Amazon's presence in the sports streaming arena has been steadily growing. The company has been actively acquiring rights and building its production capabilities. Key figures like Charlie Neiman, responsible for content acquisition, and Jared Stacy, overseeing live production, have been instrumental in shaping Prime Video's sports strategy. Their work encompasses major properties such as the NFL, NASCAR, NBA, and WNBA.
"Duke basketball games transcend the schedule, and the creation of this all-new offering gives fans more of what we all want, marquee matchups featuring the most successful programs in the nation.”— Charlie Neiman, Prime Video's Head of Sports Partnerships
Prime Video has also been a notable participant in the advertising upfronts, introducing new ad tiers and influencing market pricing. For the 2025-2026 upfront season, the platform announced a multisport approach, including global NBA broadcasts, NASCAR Cup Series coverage, and continued tentpole coverage for the NFL, WNBA, and NWSL.
Background on Amazon's Sports Ambitions
Amazon's deep dive into sports streaming began with significant investments in rights for popular leagues. The company's involvement in NFL programming, for instance, has attracted a considerable number of new advertisers. Live sports remains a dominant force in television viewership, a factor that Prime Video continues to capitalize on. This strategic expansion into college sports with Duke is another step in solidifying its position as a major player in sports broadcasting and streaming.
