Amazon’s beautiful game: why the eCommerce giant is buying rights to live football

Jérôme de Guigné
3 min readAug 2, 2022

Amazon is branching into a new area: sports. And it’s not dabbling with any old sports: it’s chasing the big leagues. It has just made a deal to broadcast the UEFA Champions League football from 2024–2027 in the UK, joining its current deals to broadcast it in Germany and Italy.

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