Live streaming platforms partner with sports leagues

Diehard sports fans are turning to streaming platforms to get their game day fixes. This shift in sports consumption from live TV viewership to digital has created an opportunity for live streaming services to get in on the game. Capitalizing on young people’s media preferences, online streaming brands are inking impressive deals with major sports leagues, driving fans away from broadcast networks and onto digital platforms.



The NFL has renewed its deal with Amazon to stream Thursday night games on its live video streaming platform for the 2018 and 2019 seasons. Amazon will include access to the NFL live streams in its Prime bundle for an annual cost of $119 or for free via its Twitch service. Along with gameday content, Amazon has made efforts to increase its amount of sports-centered entertainment, including a documentary series following different NFL teams called All or Nothing, now in its third season. The partnership between Amazon and one of America’s greatest pastimes demonstrates the relevance of online streaming sites with services that cater to young people’s desire to consume their sports digitally.


Hulu is getting into the lucrative business of sports streaming with its partnership with the NHL. The online streaming platform has signed a deal with the league to be the official sponsor of the 2018 Stanley Cup Playoffs and Final. The games will be available to watch via cable on NBC and online via Hulu’s new live streaming service, which costs $39.99 per month. The partnership also includes a national marketing campaign across the NHL’s digital platforms and integration of Hulu within all NBC broadcasts. Hulu will also create a custom collection of hockey content within the NHL viewing experience, allowing fans to delve deeper into the game they love. 


YouTube’s live streaming platform YouTube TV has scored a major multi-year partnership with the NBA as the league’s first ever presenting partner. Along with the NBA, YouTube TV will also be the presenting sponsor for the WNBA and the NBA’s minor league, the G League. As part of the deal, the game will be referred to as “The Finals presented by YouTube TV,” and YouTube TV will get on-air call outs and be featured in ABC’s TV commercial spots. The Finals will air via cable on ABC and will be available to stream live on YouTube TV for $40 per month. Along with the presenting sponsorship, YouTube has become the go-to platform for additional NBA content, including Lebron James’s docuseries Best Shot and Steph Curry’s new video series 5 Minutes From Home.