Robert Deutsch | USA Today Sports | Reuters
New England Patriots quarterback Tom Brady (12) during Super Bowl LI at NRG Stadium in Houston last February.
Amazon is looking to charge advertisers $2.8 million for packages that include 30-second spots during the Thursday night National Football League games it will stream live to its Prime customers this coming season, two people familiar with the matter told Reuters.
The offering will be closely watched by the advertising and broadcasting industries as the world’s largest online retailer and cloud-computing company makes its first high-profile push into live sports.
Amazon is paying $50 million to the NFL to stream this season’s 10 Thursday night games, sources told Reuters in April. The games will be shown simultaneously on either CBS or Comcast’s NBC, which are broadcasting five games each.
Amazon takes over from Twitter, which paid $10 million to stream Thursday night games last season.
The live-streamed games will only be available to subscribers to Amazon’s $99-per-year Prime service, which includes fast shipping and free video.
Streaming NFL games – regularly the most-watched events on U.S. television – is the latest move by Amazon to get customers to its website, in the hope they will subscribe to Prime and spend more online.
It is also a source of revenue in its own right, although it is unclear that the sale of ads will offset the cost of acquiring the rights to stream the games.
“We are offering a range of options at various price points, depending on advertiser objectives,” Amazon representative Kristin Mariani told Reuters in an email, declining to discuss specific ad prices.