Prime Video and the WNBA announce an extension of their broadcasting rights deal for two more seasons, reflecting the growing audience for women’s basketball. The partnership aims to capitalize on increasing viewership trends and Amazon’s focus on live sports and video advertising.
The rising popularity of women’s basketball has led to Prime Video and the WNBA extending their broadcasting rights agreement for the next two seasons.
As the current broadcasting rights for both the NBA and WNBA are set to conclude in 2025, there’s anticipation that the WNBA will see a significant increase in broadcasting fees due to its growing viewership.
This was highlighted by a recent NCAA tournament game between the University of Iowa and LSU, featuring Caitlin Clark and Angel Reese, which attracted a record 12.3 million viewers. Both players are expected to be top selections in the upcoming WNBA draft.
The WNBA has seen success with Prime Video, alongside its agreements with ESPN and a recent deal with ION. The 2023 WNBA Commissioner’s Cup on Prime Video notably attracted nearly double the viewers of the 2022 game.
Prime Video is placing a greater emphasis on live sports, aligning with Amazon’s broader strategy to enhance its video advertising business.
Its NFL coverage, including exclusive Thursday Night Football broadcasts, has notably elevated Amazon’s standing among advertisers.
The platform has also begun incorporating ads into its scripted content and plans to present to advertisers during the upcoming upfronts week in May, positioning itself among major industry players like Disney, NBCUniversal, and Netflix.
The agreement covers 21 WNBA games each season, to be streamed exclusively on Prime Video worldwide, with exceptions for China, Japan, the UK, Italy, Spain, Finland, and Germany.Â
The complete schedule for the 2024 season is pending, with each team in the league playing 36 games.
Prime Video additionally offers live streams of Seattle Storm games, with some games available exclusively to Prime members in Washington state.
Charlie Neiman, Prime Video’s Head of Sports Partnerships, expressed enthusiasm about continuing to showcase the WNBA and its athletes to Prime members, aiming to build on the success of the 2023 season and further support women’s sports.
WNBA Chief Growth Officer Colie Edison commended Prime Video for its substantial and ongoing investment in the WNBA, highlighting the importance of this partnership in the league’s growth strategy.
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