Amazon is preparing for the official launch of its NBA on Prime feature, as part of an 11-year NBA betting deal. The deal was signed last year and is commencing this year.
As part of the tech giant’s new services, it will offer in-game shopping, updated stats, and AI-driven in-game highlights.
Thanks to a new partnership with FanDuel, it will also offer live in-game odds and an interactive bet tracking feature.
Amazon’s growing sports coverage
In July last year, Amazon announced an 11-year deal with the NBA, giving it the rights to all league and playoff games.
The deal was heralded as being a major coup for the tech company, further expanding its live sports section, which already includes NFL, Premier League soccer, and NASCAR coverage.
Partnering with the NBA has cost Amazon a reported $1.8bn per year for the rights, and it clearly intends to make the most of it.
As part of the bet tracking and odds view features, viewers will also be able to link their FanDuel accounts to their Amazon accounts.
Your active NBA bets will be displayed on the screen and updated in real-time. The bet lines will also show progress and status, although bettors will not be able to place bets directly through their Amazon accounts.
The odds view feature shows updated odds directly from FanDuel, during the game. This will include popular bets like moneylines and player props.
Odds will be updated, and the overlay will include statistics and probabilities, and you will be able to see how teams and players are performing compared to the betting markets.
The deal will also see NBA on Prime’s basketball analyst and six-time NBA All-Star, Blake Griffin, feature in FanDuel promotions and marketing materials, as well as social media and live events.
FanDuel Sportsbook has an expansive presence in regulated US markets. In 2024, the sportsbook posted $5.79bn in revenue, representing a 19.6% increase from the year before, after attracting more than $50bn in handle.
Part of the Flutter Entertainment Group, it holds more than 40% market share for US sportsbooks, and through deals like this, with one of the biggest companies in the world by annual revenue, it will hope to see its market lead increase.
The FanDuel X Amazon X NBA/WNBA deal
FanDuel’s President of Sports, Mike Raffensperger, said of the deal: “Our partnership as the official odds provider for NBA and WNBA on Prime Video represents a significant milestone in how we connect with basketball fans.
“By integrating custom content into Prime Video’s NBA broadcasts, we will enhance the fan viewing experience and connect with new audiences.”
Meanwhile, Head of US Video and Live Sports Sales at Amazon, Danielle Carney, said: “It’s important to partner with brands that are invested in enhancing the fan experience. We’re helping to transform how brands reach highly engaged consumers.
“By prioritizing innovation and storytelling we can create unique opportunities for brands to connect with their audiences that are more meaningful.”
