Prime Video doubles down on live sports for UK audiences

Amazon Prime Video is expanding its live sports footprint across the UK, signalling a long-term commitment to becoming a major destination for football and premium sporting events. The platform has renewed and widened several broadcasting rights agreements, giving British subscribers more access to high-profile fixtures without significant price increases.

One of the key pillars of this expansion is the renewed deal to continue showing the first-pick UEFA Champions League match every Tuesday from 2027 to 2031. This follows a highly successful debut season of Champions League coverage, which drew millions of UK viewers and demonstrated that demand for top-tier midweek football on streaming platforms is strong.

Subscribers will not need to pay an additional fee to watch those Tuesday fixtures, as they remain included within the standard Amazon Prime membership. This reinforces Amazon’s strategy of adding value to the Prime ecosystem and making elite football more accessible compared to traditional premium sports broadcasters that often charge extra per event or tier.

Industry analysts have also highlighted the impressive growth in Prime Video’s sports audience over the last 24 months. In the UK, total viewing time on the platform has climbed significantly, with football broadcasts emerging as major viewership drivers. The Champions League, in particular, has played a strong role in drawing new sports fans to Prime Video.

Alongside football, Amazon is investing in a broader variety of sports for UK viewers. While football remains a central attraction, the platform has also lined up access to coverage from a range of international competitions, helping to position Prime Video as a multi-sport service rather than a single-league streaming option.

The sustained push into live sport also reflects Amazon’s global strategy, as the company continues to secure broadcasting rights in multiple regions. UK subscribers stand to benefit from this approach, since expanded agreements and partnerships often lead to wider programming availability across markets where Prime Video has strong demand.

Analysts now view Amazon as one of the most influential disruptors in UK sports broadcasting. Its mixture of competitive pricing, digital delivery and strategic rights agreements places it in direct competition with traditional broadcasters that have dominated football and live sports for decades. This shift is reshaping how fans choose to follow their favourite teams and tournaments.

For UK viewers, the expansion means a growing catalogue of live fixtures delivered through a familiar platform that already includes films, television series and on-demand entertainment. The convenience of having multiple forms of entertainment under one subscription has become a key attraction for households looking to streamline monthly spending.

Sports rights auctions indicate that Amazon will continue participating aggressively in future bidding cycles. While match packages and rights distribution may change from season to season, the company’s willingness to secure headline fixtures suggests that sports fans can expect Prime Video to remain a key player when major competitions renew their broadcasting arrangements.

The broader impact for supporters across the UK is greater accessibility and choice. Whether fans prefer to watch matches on a smart TV, phone or tablet, Prime Video delivers a flexible experience that suits modern viewing habits. As rights expand and more events are added, the platform is positioned to become an increasingly essential part of the UK sports landscape.