In a move that demonstrates the increasing significance of streaming services in sport, Amazon Prime Video aired a 30-second commercial during the 2022 Super Bowl called ‘Thursday Night Football Is Open’ which promoted the online streaming service’s new Thursday Night Football rights which will see it stream exclusive live weekly football from the start of the 2022/23 season in the Autumn.
Created in partnership with agency Wieden + Kennedy, the spot looks ahead to 15 September when the first Thursday game will air on Prime Video.
Prime Video’s first major football-focused brand campaign set out to give US football fans something to look forward to during the final game of the 2021/22 season. The creative highlights the sense of fun and community that will be missing from fans’ lives until the new season in September.
The spot also promotes the breadth and depth of Prime Video’s offering which spans movies, new shows, classics as well as sport.
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Prime Video penned an 11-year deal with the NFL (reportedly worth more than $1bn) to become the exclusive home for ‘Thursday Night Football’ from the start of the 2022/23 season in September and this Big Game ad also plants Amazon’s smile/arrow logo firmly on the US live sports landscape.
The move intensifies the long-awaited battle between US TV networks and streaming platforms in the sports space.
According to the online behemoth, Prime Video will not run traditional advertising but will offer a new take on traditional broadcast sponsorships in the form of pregame, pre-kick, halftime and post-game slots.
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