Amazon’s Prime Video platform will broadcast the Australian Swimming Championships, in Adelaide next month, as part of a two-year deal with Swimming Australia. The company will use a roster of celebrity commentators to give a high profile to its continuing foray into the sports sector.
The deal with Swimming Australia is the first partnership Amazon has had in Australia for sports, other than sports documentaries.
The streaming giant has a patchwork of sportscasting in other territories – in India, for example it currently has a mixture women’s basketball and some cricket, having previously carried major tennis tournaments and English soccer. It finds itself in competition with incumbent free-tv channels, pay-tv operators for which live sports is a lifeblood, and a growing number of specialist sports streamers.
“Following the successful 2021 Australian Swimming broadcast, we’re excited to again partner with Swimming Australia to bring the 2022 Swimming Championships to sports fans...
The deal with Swimming Australia is the first partnership Amazon has had in Australia for sports, other than sports documentaries.
The streaming giant has a patchwork of sportscasting in other territories – in India, for example it currently has a mixture women’s basketball and some cricket, having previously carried major tennis tournaments and English soccer. It finds itself in competition with incumbent free-tv channels, pay-tv operators for which live sports is a lifeblood, and a growing number of specialist sports streamers.
“Following the successful 2021 Australian Swimming broadcast, we’re excited to again partner with Swimming Australia to bring the 2022 Swimming Championships to sports fans...
- 4/13/2022
- by Patrick Frater
- Variety Film + TV
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