Amazon’s Champions League rights are proving to be gold dust for the streaming platform and advertisers.
Amazon has peeled back the curtain on the growing appeal of sports advertising after reporting increased demand from brands following its UEFA Champions League extension.
Last November, Prime Video secured broadcast rights to Champions League coverage through the 2030/31 season. Its first season last year in the UK and Ireland became the most-watched sports competition ever on Prime Video in Europe.
In addition to audience records, the tournament is also proving very attractive to advertisers and Amazon says campaign data shows strong performance against brand goals.
According to a Dynata Brand Lift study covering ten advertiser campaigns, exposure to Champions League advertising delivered an average 20% increase in brand favourability, a 14% jump in brand familiarity, and a 21% lift in purchase consideration compared with unexposed audiences.
Amazon highlighted BYD UK as a case study, stating the electric vehicle brand worked with Amazon Ads between October and December 2025 by integrating into Champions League match broadcasts.
The campaign led to strong results across key brand metrics, showing 24% growth in brand familiarity, a 26% increase in brand consideration and a 12% jump in aided brand awareness.
Brand perception also improved, with the study reporting a 25% lift in viewers agreeing with the statement “I would consider my next car purchase” among those exposed to the advertising versus the control group.
More than the football audience
While massive fixtures such as Chelsea vs Barcelona and Liverpool vs Real Madrid naturally attract large audiences, Amazon is eager to stress the Champions League alone does not explain the results.
Unlike many competitors, Amazon combines its streaming platform with ecommerce data and a retail background. The company argues this gives it a better understanding of consumer behaviour than traditional broadcasters.
Part of this strategy includes automated advertising formats within Amazon DSP and Sponsored Display, which can dynamically serve ad variations such as ‘Shop Now’, ‘Add to Cart’, or coupon offers based on a viewer’s behaviour.
Amazon is also putting significant focus on interactive advertising, adding these formats allow viewers to use their remote to request more information about a product, triggering an email or push notification to their phone.
However, the wider sports media market shows innovation must be handled carefully, as earlier this month ITV trialled picture in picture adverts during the men’s Six Nations.
The initial reaction from fans was mixed and feedback following the trial was largely negative. Samsung and Virgin Atlantic participated in the test, with ads appearing once in each half during natural breaks in play.
Ed Abis, CEO of Dizplai, told Insider Sport: “Whilst the fans are saying they don’t like it, I think they’ll quickly get used to it and it will become the norm, as long as it doesn’t interfere with the game.”
He also explained ITV’s move was driven by commercial pressure rather than opportunism, warning without new revenue models major tournaments could increasingly move behind paywalls.
More attention, more regulation
On 24 February, the UK government confirmed services such as Amazon Prime Video, Netflix and Disney+ will be required to meet accessibility standards similar to those applied to traditional broadcasters.
Under the new framework, mainstream streaming services must ensure at least 80% of their catalogue is subtitled, 10% is audio described and 5% is signed.
“With UK audiences increasingly favouring on demand platforms over live TV, we want to ensure that no one is left behind, and that everyone can enjoy the huge range of content available on video on demand services,” said Media Minister Ian Murray.
“Implementing a new Ofcom regulated accessibility code for our largest video on demand services will give people with disabilities impacting their sight or hearing peace of mind that they’ll be able to stream all their favourite films and TV shows long into the future.”
