Weeks Past Magic Johnson Snatching His $6.05 Billion NFL Dream, Billionaire Jeff Bezos Sets Eyes on the NBA

Magic Johnson fulfilled a longstanding ambition by becoming a part-owner of the NFL’s Washington Commanders. NFL owners overwhelmingly authorized Daniel Snyder’s sale of the franchise to a consortium led by Magic Johnson and billionaire Josh Harris for a record $6.05 billion. However, with the world consuming more content, digital media streaming behemoths are entering the realm of sports broadcasting.

Amazon, riding high on the popularity of “Thursday Night Football” (TNF), is now looking to get a piece of the NBA action. Not only Amazon but also Netflix, led by CEO Ted Sarandos, has openly proclaimed its entry into the sports market. Who will get the streaming rights of the NBA?

Amazon has its sights set on the NBA

While TNF has struggled with ratings, Amazon’s $1 billion annual arrangement to stream it until 2033 is attracting attention. Amazon is aiming to develop the NBA’s own version of ‘TNF’ on Tuesday or Thursday evenings, with an average of 13.6 million viewers this season. Because Amazon’s viewership is seven years younger than the NFL’s usual TV partners, the ultimate objective is to attract younger fans.

The NBA is preparing to earn an estimated $50 billion to $75 billion in long-term TV rights beginning with the 2025-26 season. Negotiations with the existing media rights affiliates, ESPN and TNT, are still underway. However, both the NBA and Amazon have hinted at a possible billion-dollar streaming collaboration.

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While the terms of this possible arrangement are yet unknown, there is a significant desire for a streaming component in the NBA’s next pact. Amazon has openly stated its desire to pursue NBA and other league rights rationally and aggressively.

The NBA’s global footprint is also noteworthy. With streaming arrangements in South America and China, the league’s worldwide appeal is evident. The NBA has collaborated with Prime Video in South America to broadcast games in Brazil. In China, they even have a $1.5 billion-a-year partnership with Tencent Holdings that allows them to reach over 500 million basketball fans. However, this deal looks very enticing, there might be some hurdles on the way.

What challenges will Amazon face amidst this deal?

The exclusive bargaining periods for ESPN and TNT will shortly conclude in early 2025, clearing the way for prospective new participants in the game. Apple is preparing to enter the NBA race, while Google/YouTube and Netflix are making headway into sports streaming. However, Amazon will not have an easy time with it.

Apple’s success in Major League Soccer, as well as its high-profile collaboration with soccer icon Lionel Messi, make it a strong competitor. Google/YouTube is growing with the NFL’s “Sunday Ticket” out-of-home game package, considerably increasing subscribers.

The NBA’s future media partners might be a combination of traditional broadcasters and streaming behemoths. This will give fans a diversified watching experience. With the NBA’s readiness to embrace change and take chances with its media rights, as they demonstrated in its switch to paid cable from free broadcast TV in 2002. They have set the foundation for game-changing decisions in the future years.

In the ever-changing world of sports broadcasting, it’s evident that the NBA, under Commissioner Adam Silver’s leadership, is set to make history once more. The stage is set for a game-changing future that might change the way we experience and love basketball.

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