Long-term streaming boost for major competitions

Amazon Prime Video has officially renewed its major European sports broadcasting deal, a move that keeps some of the continent’s biggest competitions streaming for UK viewers for years to come. The agreement secures key football coverage and strengthens Prime Video’s growing position as a major sports destination.

The renewal means UK subscribers will continue enjoying top European fixtures, including the highly anticipated Tuesday night UEFA Champions League slot. This match is often the most watched mid-week game in the country, and keeping it in a single, accessible place brings consistency for passionate supporters following British clubs abroad.

Prime Video reportedly saw strong engagement in its first full season showing Champions League football in the UK, with millions tuning in across multiple live nights. Those promising numbers are understood to have played an important role in extending the deal, giving the streamer confidence in football’s long-term streaming demand.

This move also keeps Prime Video firmly in competition with traditional sports broadcasters. With more fans now choosing to watch live matches on smart TVs, tablets or mobiles, the platform’s focus on flexible, subscription-based access supports modern viewing habits. It allows younger audiences especially to enjoy major events without a satellite dish or a separate sports package.

Football isn’t the only sport getting a boost. Prime Video has also locked in a new agreement with the NBA, which begins in the 2025–26 season. This will bring dozens of regular-season basketball games each year to UK screens, along with special showcases, playoff action, and other marquee events. The deal also supports the growth of global competitions such as the WNBA and the developmental leagues tied to the NBA structure.

For sports fans who enjoy following more than just football, this expansion means even greater value in a single streaming subscription. Whether it’s the Champions League’s biggest clubs or basketball’s brightest stars, Prime Video users will gain access to a mix of global talent and thrilling knockout moments. It elevates the platform’s role beyond entertainment into a serious year-round sports home.

The timing of this renewal aligns closely with broader changes across European broadcasting rights. As leagues and organisations embrace long-term streaming strategies, fans are transitioning away from traditional linear television. Prime Video’s commitment highlights confidence that online services can carry the weight of high-demand match nights at scale.

For UK viewers, this also brings clarity. Knowing that major fixtures remain available in one place for multiple seasons allows families and supporters to plan subscriptions without constant switching. It reduces the confusion that can arise when rights shift frequently between different broadcasters.

The partnership’s structure also hints that Amazon will continue to invest in enhanced experiences such as multiple commentary options, interactive statistics, and better match-night coverage. Innovations like these help streaming feel more personal, making the viewer part of the action rather than a passive spectator.

Overall, the renewed sports deal positions Prime Video as a central hub for some of Europe’s biggest live competitions, helping fans stay connected to elite sport with convenience and consistency. With basketball joining football at the forefront, UK audiences have every reason to stay tuned as Prime Video strengthens its sporting future.