I’ve often taken an impatient stance on Amazon and its flirtation with television rights in the sports space. “Are you in the space or are you just flirting with it? Do you really want to be a player? And if you do, it’s time to start buying.”
Easy to say when it isn’t your money.
But I never considered Amazon as a player in the local sports rights. Never once did I think “You know who could be a smart player to help save the Bally Sports-branded regional sports networks as Diamond Sports Group threw the entire sports television landscape into flux? Amazon.”
I was shortsighted, something Amazon rarely is. I didn’t see into the future, which is something the Jeff Bezos-owned company is known for. Truth be told, when the report came down Monday that Amazon was considering an investment into the fledgling regional sports network operator, I couldn’t help but think “Holy cow, that’s a great idea”.
Not only is it a great idea for Amazon, it’s a great idea for the MLB, NBA, and NHL, too.
Companies have long utilized the credibility of professional sports teams to link their brands with favorable entities. It’s why somewhere out there “The Official Salsa of (Insert Team Name Here)” exists.
And that’s what Amazon is going to leverage with local sports deals. Viewers love their favorite teams, and Prime Video is going to get you to associate its brand with the things you love. It is a win-win, and the benefit comes from increased revenue, not only from retail sales, but advertising/sponsorships, and subscriptions.
Additionally, the leagues have to be ecstatic that a company like Amazon wants in on local sports rights. In recent years, “Big Tech” — namely Prime Video and Apple — have been viewed as potential overspenders, the cash cows that will drive rights fees sky high as the ever-hungry professional and collegiate sports monolith continues to grow.
And yet, I don’t think the idea of increased — or even sustained, truthfully — rights fees is the cause for celebration for MLB, NBA, and NHL. It’s retail, baby. Merchandise. Apparel. Whatever you want to call it. Amazon can drive literal billions of dollars in product for these entities, and its corporate partners.
In a world that is frequently shifting to business-to-business relationships, those three leagues being deeply entrenched with a company like Amazon and a platform like Prime Video might literally be invaluable. Potentially unquantifiable.
People love Amazon. Earlier this year, it was named the third most trusted brand in the United States. 78% of Americans view the brand favorably. In a country as divided as ever, the overwhelming majority believe Amazon rocks. And yet, even though it is viewed in such great standing, it’s trying to improve. I find that admirable, despite looking like some corporate shill.
Make no mistake about it, the company has billions to spend. It could probably purchase the entire NHL if it really wanted to pony up the money to do so. But just because Amazon has tons of money to spend doesn’t mean it’s done so unwisely. And any potential investment in Diamond Sports Group would be a wise investment, for not only Amazon, but professional sports leagues, and sports fans, too.
Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.
