Get ready for a game-changer in sports streaming! Amazon’s Prime Video is stepping onto the court with a bold NBA sponsorship strategy that’s turning heads and raising eyebrows. But here’s where it gets controversial: as the tech giant shells out a staggering $1.8 billion annually for NBA rights, it’s not just about streaming games—it’s about reshaping how we experience sports. Let’s dive into the playbook.
On Wednesday, Amazon’s advertising division unveiled its star-studded lineup of presenting sponsors for Prime Video’s inaugural NBA season. Think big names like AT&T, Mercedes-Benz, and State Farm—brands that are no strangers to dominating the sports advertising arena. These partnerships aren’t just about slapping logos on screens; they’re strategic moves to offset Amazon’s massive rights payment while delivering premium content to viewers.
AT&T takes center stage as the title sponsor of Prime Video’s new halftime show, The Half. But that’s not all—the telecom giant is also Prime Video’s tech partner for its cutting-edge LED court and Amazon Studios’ production hub in Culver City, California. With a whopping $2.46 billion in U.S. ad spend in 2023, AT&T is doubling down on its sports dominance, building on its existing $30 million-per-season NBA sponsorship deal.
And this is the part most people miss: the NBA’s sponsorship game is a masterclass in niche marketing. Take Wingstop, for example, which is entering its second season as the league’s official chicken partner. Yes, you read that right. With over 50 marketing tie-ups for 2025-26, the NBA has carved out categories for everything from salty snacks to dress shirts. Wingstop’s sports-first strategy includes heavy in-game spending on the NFL and NBA, and they’ll be front and center as the presenting sponsor for Prime’s Thursday and Friday games. If you thought you could escape Wingstop this season, think again—they’re also sponsoring NBC’s NBA Showtime on Monday nights.
Mercedes-Benz, another heavyweight, is backing Prime’s Saturday NBA telecasts, fresh off a $614 million U.S. ad spend in 2023. Meanwhile, CarMax will kick things off as the title sponsor of NBA on Prime Pregame, and Wayfair will wrap up the night with NBA Nightcap. On doubleheader days, Universal Orlando Resort steps in with The Crossover, a new segue program to keep viewers engaged.
Looking ahead, State Farm is betting big on the playoffs, sponsoring Prime’s coverage of the second round in May. They’re also backing NBC’s NBA Showtime on Tuesdays. Since introducing 30-second ads on Prime Video in January 2024, Amazon has been steadily siphoning ad revenue from traditional TV, raking in $433 million in its first year and projected to double that this year.
Prime Video’s success isn’t just about dollars and cents—it’s about demographics. As the exclusive home of Thursday Night Football for four seasons, Prime is commanding $575,000 per ad unit and averaging 15.7 million viewers per game, an 11% jump from last year. Even more impressive? The median age of Prime’s NFL audience is 47.5, nearly eight years younger than traditional TV viewers. This younger, more diverse audience is exactly why the NBA is all-in on streaming.
Under Amazon’s NBA deal, Prime Video will stream 67 regular-season games, starting with a Celtics-Knicks/Lakers-Timberwolves doubleheader on October 24. They’ll also host the NBA Cup in-game tournament (kicking off on Halloween), the play-in tournament, and select playoff games. But here’s the question: as streaming giants like Amazon continue to disrupt traditional sports broadcasting, will linear TV become a relic of the past? Let us know what you think in the comments—we’re eager to hear your take on this evolving landscape!
