How Amazon Quietly Grabbed Sports Rights to Attract Cord-Cutters

Global sports head Marie Donoghue says being part of broader Prime offering “lets us be creative and figure out how to use sports in the best way”

When it comes to major sports rights, streaming is still largely left out of the equation, as legacy media companies horde high-profile events for themselves, in the hope that it will keep customers connected to the cord.

But with the pay-TV ecosystem continuing to hemorrhage subscribers at a record clip, Amazon Prime is among the streaming players carving out a nice shelf of sports rights that are exclusively catered to cord-cutters. The tech giant has spent the past few years cutting smaller, regionally-based deals with leagues while they are still locked into long-term TV deals.

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Tim Baysinger

Tim Baysinger

TV Reporter • tim.baysinger@thewrap.com • Twitter: @tim_bays