Prime Video confirms long-term grip on Champions League coverage

Amazon Prime Video has secured its place in UK football broadcasting for the long haul after extending its rights to show UEFA Champions League matches until 2031. The deal, which builds on its current package, ensures that Prime members will continue to access the top Tuesday night fixture for several more seasons beyond the existing agreement.

The renewal follows a strong first season in which Amazon delivered some of the highest-rated European football broadcasts on UK streaming platforms. The company reported more than 13 million viewers during its inaugural Champions League campaign, a figure that strengthened its position in negotiations for the extended contract.

Under the updated rights cycle beginning in 2027, the overall UK broadcasting landscape for the Champions League will change significantly. Paramount+ will take over the majority of matches, becoming the competition’s principal rights holder across the market. Amazon, however, will retain the coveted first-pick Tuesday slot, ensuring it continues to feature the week’s headline fixture.

The new structure means UK viewers will soon be operating under a shared-rights model, with different broadcasters showcasing different fixtures throughout each round. Football supporters who want full access to all matches may need to subscribe to both Paramount+ and Prime Video, marking a shift from the previous era of more consolidated coverage.

Amazon’s renewed commitment reflects its growing ambitions within live sport, an area that continues to be central to its long-term streaming strategy. The company has invested in several key football properties across Europe in recent years, and the Champions League remains one of its most valuable assets in attracting and retaining subscribers.

UEFA’s revamped tournament format, which launches at the start of the next rights cycle, also enhances the appeal of the competition for broadcasters. With more matches, a new league-phase structure and additional knockout fixtures, both Amazon and Paramount+ will have significantly expanded content to deliver to UK audiences.

Industry analysts note that the streaming battle for elite football coverage has intensified as traditional broadcasters face increasing competition from digital platforms. Amazon’s early success in live sports, combined with its technical infrastructure, has allowed it to compete with long-established players in the rights market.

The multi-year renewal provides stability for Prime Video as it continues to cement its presence in UK households. It also offers continuity for fans accustomed to the platform’s coverage style, punditry and production quality, which have been positively received since Amazon entered the Champions League space.

While most matches will shift away from Amazon under the new cycle, the retention of the prime Tuesday fixture ensures the platform remains part of the weekly viewing ritual for many football fans. The slot typically features the biggest English clubs or the standout tie of the round, giving Amazon a headline presence throughout the season.

As the rights landscape evolves, the partnership between Amazon and UEFA helps reinforce the growing importance of streaming in modern sports consumption. With the extension now confirmed, Prime Video is set to remain a key destination for top-level European football in the UK for years to come.