Amazon to Boost Football Coverage in UK With UEFA Deal

Amazon.com Inc. is nearing a deal to broadcast Europe’s top football tournament in the UK for the first time, according to people familiar with the matter, as the tech giant pushes deeper into sports.

US-based Amazon is one of a number of broadcasters, which also include BT Sport, that are poised to sign a media rights deal with UEFA, the governing body for professional football in Europe, the people said. The broadcasters will share coverage of UEFA’s flagship Champions League competition, as well as the Europa League and Europa Conference League.

The value of the three-year contract may be about 20% higher than the previous cycle, one of the people said, asking not to be identified discussing confidential information. That’s up from Enders Analysis estimates of 1.4 billion euros ($1.5 billion), indicating the new package could be worth around 1.7 billion euros.