A new era for basketball fans in the UK

The global NBA has struck an 11-year media rights agreement with Amazon Prime Video — a deal set to kick off in the 2025–26 season and transform how fans in the UK and beyond watch live basketball.

Under the agreement, Prime Video will deliver exclusive coverage of 66 regular-season NBA games annually. Prime members in the UK will get access to this live streaming without needing extra subscriptions.

Prime Video’s coverage isn’t limited to regular-season games. The deal also includes coverage of major events — the in-season Emirates NBA Cup, the postseason Play-In Tournament, parts of the playoffs, and even the NBA Finals (in alternating years) for territories including the UK and Ireland.

Because of this deal, UK fans no longer have to rely solely on traditional TV broadcasters. Instead, they can watch games on-demand on Prime Video — from sofas, tablets or smartphones — giving basketball a digital home that fits modern viewing habits.

For fans of global basketball, this is also significant beyond the NBA. The agreement extends to other leagues under the NBA umbrella — meaning greater exposure for women’s basketball and developmental leagues.

This shift may also reshape the popularity and appeal of basketball across the UK and Europe. As streaming becomes the norm, more young fans might tune in, watching around their schedules instead of on live-TV timings, broadening the league’s European footprint.

At the same time, traditional sports-TV players must adapt. Their previous hold over league coverage weakens as streaming becomes the default for many viewers — pushing broadcasters to rethink how they deliver value beyond just live games.

For people in the UK who followed the NBA via national TV, the move brings convenience and flexibility. For international fans, especially in Europe, it signals a long-term commitment from the NBA to grow globally — with Prime Video as a major distribution partner.

Overall, this deal isn’t just about where to watch basketball. It marks a structural shift in how the NBA reaches its audiences — making it more accessible, digital, and tailored to modern viewing habits across the UK and Europe.