The news: Amazon is counting on its addition of NBA games for the 2025-2026 season to broaden its live sports presence and enhance brand marketing opportunities, as noted by Danielle Carney, head of US video and live sports sales.

Prime Video will host an NBA Black Friday game, expanding its cross-league sports strategy, pairing it with the existing NFL Black Friday matchup to drive ad opportunities during peak shopping periods.
Amazon is introducing a new NBA-focused studio, offering premium branding, virtual ad placements, and custom integrations for advertisers.

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Amazon’s NBA deal expands its year-round sports strategy

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