Amazon enters Australian sports streaming with Swimming Australia deal

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 4 February 2021
Amazon Prime

Amazon Prime Video is entering the local sports live-streaming space with an exclusive two-year deal to broadcast Swimming Australia championship events globally.

As part of the deal, streaming will be available on Amazon Prime Video at no extra cost to Prime members and will include the 2021 Australian Swimming Trials in the lead up to the Tokyo Olympics and Paralympics. Amazon Prime Video will also stream the qualifying events for the 2022 FINA World Swimming Championships and the Birmingham Commonwealth Games.

“We know live sport attracts passionate fan bases from around the world, many of whom are already Prime members,” says VP of global sports video at Amazon Prime Video Marie Donoghue.

“We are focused on giving our customers access to the best selection of content possible, including the ability to watch live sport when and how they want to watch it.

“Streaming the upcoming Swimming Australia championship events on Prime Video is a great step toward achieving that global vision, and offers tremendous new value for Prime members in Australia and beyond.”

The partnership between Amazon and Swimming Australia comes after Seven ended its broadcast deal with the sporting body five years before their deal was due to end.

Amazon, as well as other streaming platforms, has been boosting its sport content with docuseries such as The Test and Making their Mark. However, this is the first time it enters the sports live streaming game in Australia.

“The launch of live sports streaming on Prime Video in Australia is a natural progression for us, and we are proud to be partnering with Swimming Australia to bring the iconic and beloved sport to Prime Video customers,” says Amazon Prime Video Australia head Hushidar Kharas.

The first event to stream on the platform will be the Australian Swimming Trials in Adelaide between June 12-17.

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