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Amazon’s TNF deal includes $30 million in free NFL marketing

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Amazon will be paying $50 million to stream five Thursday night games in 2017. But that’s just part of the value the NFL will realize.

According to Bloomberg (via SportsBusiness Daily), the deal between Amazon and the NFL includes “as much as $30 million” in “marketing and promotion.” This pushes the total value (abacus engaged) to $80 million for one year.

Specifically, Amazon will promote the NFL across its various platforms as part of the contract.

The actual value of that promotion to the league along with the actual cost of it to Amazon likely will be something other than $30 million. But the number assigned to the gesture by the accountants suggests a serious commitment by Amazon to push the shield.

That makes sense. Amazon could be one of the primary candidates to purchase the rights to Monday Night Football when the current TV deals expire after the 2022 season. ESPN will be hard pressed to fork over $2.5 billion or more per year for the games, and Amazon may be willing to roll the dice on what would result in an explosion of $99-per-year Amazon Prime memberships, along with advertising that would be targeted to the buying habits of each user and the ability to press a button in order to replenish the personal supply of Right Guard, Rogaine, and/or Viagra.

Not that I use more than two of those products.

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17 Responses to “Amazon’s TNF deal includes $30 million in free NFL marketing”
  1. dwhcic says: Apr 19, 2017 7:30 PM

    Bravo on the close, Florio! Hopefully see you in MN next season.

  2. intrafinesse says: Apr 19, 2017 7:37 PM

    I would be unlikely to watch football if I had to pay for it.
    On the other hand, if I view it as $3 per game, then that makes the Amazon Prime half price, and my whole family can use it.
    So maybe I’d do it.

  3. caliviking805 says: Apr 19, 2017 7:52 PM

    I don’t have cable so I don’t get to watch MNF, so I would easily pay $99 for prime if it included MNF. I would pay more too, since I already use prime.

  4. fordmandalay says: Apr 19, 2017 7:55 PM

    Attention Amazon; I’ll suffer through Gruden for free. But not if I have to pay for him. Just letting you know.

  5. 6thsense10 says: Apr 19, 2017 8:04 PM


    If you’re watching NFL football on ESPN, NFL Network, Redzone, etc you’re already paying for it.

  6. waynefontesismyfather says: Apr 19, 2017 8:12 PM

    Amazon has the rights for 17-18.

    Is PFT going to bid on 18-19?

  7. heybeerman95 says: Apr 19, 2017 8:40 PM

    All this is is the slow roll to full blown pay per view for all NFL games. Just give it another 5 to 10 years…mark my words.

  8. xbam says: Apr 19, 2017 8:58 PM

    cant wait to stop watching MNF if it goes to Amazon…but 2.5 bill is insane for any cable channel to shell out for a bunch of mediocre (at best) football games…

  9. maalea says: Apr 19, 2017 9:30 PM

    It has been my experience that if you skip the Right Guard, you won’t need the Viagra

  10. Kingmj4891 says: Apr 19, 2017 9:51 PM

    Love it, Amazon is already an amazing company and watching ESPN lose the rights to MNF would be awesome. ESPN has been junk for at least 10 years now if not longer.

  11. Kingmj4891 says: Apr 19, 2017 9:53 PM

    heybeerman95 says:
    Apr 19, 2017 8:40 PM
    All this is is the slow roll to full blown pay per view for all NFL games. Just give it another 5 to 10 years…mark my words.


    I would be good with that at $5 to $10 bucks a game why not?

  12. partmachine says: Apr 19, 2017 10:00 PM

    Pay-per-view. It’s coming. And I’ll pay to watch my team.

    The only real problem I have with it is that in true NFL fashion, the commercials will still air.

  13. jagsfanugh says: Apr 19, 2017 10:25 PM

    Since my Jags won’t be on MNF anytime soon. No thanks.

  14. Grugenhagen says: Apr 19, 2017 11:48 PM

    If Amazon gets Monday Night Football, I would guess the cost of Prime memberships will increase to help pay for that deal.

  15. tomtravis76 says: Apr 19, 2017 11:57 PM

    It’s definitely going the way of PPV and eventually NFL will just have their own monthly subscription service.

    Companies are beginning to move their ad dollars to other avenues as the return just isn’t there. Advertising with the NFL has become a turnoff for fans, too many commercial breaks. Other sports are less expensive and the right niche sport can target select demos. You can target the NHL and MLL and get probably about 80% crossover of fans for less the ad budget. Walk into a meeting with some NFL teams right now for sponsorship deals and some of them try and say it starts at a million for low end “opportunities”.

  16. grndizzle says: Apr 20, 2017 7:52 AM

    It would be nice if Amazon could get the Sunday Ticket package. I’m sick of forking over what DirecTV wants for it.

  17. fmc651 says: Apr 20, 2017 10:56 AM

    Amazon wasted money on TNF. The NFL players Association needs to shut that game down. I refuse to watch that sloppy ball. How many players don’t have time to heal up so they are out . Too many.

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