Prime Video, the streaming platform owned by Amazon, has reinforced its presence in top-tier football broadcasting by extending its UEFA Champions League rights in the United Kingdom through the 2030-31 season.
The long-term commitment keeps Amazon engaged in Europe’s most valuable club competition for the rest of the decade, and signals continued investment in premium live sport.
The agreement secures Prime Video’s Tuesday night package, including first-pick rights for the marquee match each week. The slot has become central to Amazon’s football strategy since the platform entered the Champions League rights cycle in 2021. The renewed package also includes highlights, studio coverage and supporting content across Prime Video Sport.
Running from the 2027-28 cycle through 2030-31, the deal builds on Amazon’s current contract, which ends in 2027. It ensures Prime Video’s presence for a full decade while allowing Amazon to maintain a focused approach to high-impact sports rights. TNT Sports continues to hold the majority of Champions League matches in the UK, while the BBC retains free-to-air highlights.
The renewal follows a strong opening season for Amazon in the expanded Champions League format. Prime Video reached 13 million viewers in the UK during its debut campaign. Earlier this month, more than 10 million viewers watched Liverpool v Real Madrid in the UK and Ireland and PSG v Bayern Munich in Germany on the same evening, setting new League Phase viewership benchmarks for the platform.
Commenting on the occasion, Alex Green, MD Prime Video Sport, International, said, “This is an important moment for our service and fantastic news for our Prime members in the UK, securing the biggest games in European football through to 2031. The combination of must-watch matches and the wide audience of Prime is delivering record viewership of the Champions League across Europe, and we will continue to raise the bar in our coverage. The new four-year deal gives us long-term certainty and allows us to innovate even more deeply for fans, such as the introduction of Prime Vision this season.”
For UEFA, maintaining Amazon within its broadcast ecosystem ensures strong digital reach, high production values and a global marketing footprint that elevates the competition’s visibility. For Amazon, the Tuesday slot remains a powerful appointment-viewing window that supports Prime membership growth and seamlessly integrates with its documentary, retail and multi-language content strategy.
The extension arrives as European football settles into the new league-phase format introduced in 2024-25. With more matches and a greater number of high-profile clashes, the structure gives broadcasters richer inventory and stronger weekly storylines.
Across the wider landscape, the deal reflects the ongoing shift in streaming strategy. Rather than chase full-season volume, OTT platforms are pursuing focused, high-impact properties. Amazon’s Champions League play fits the same model that underpins its NFL Thursday Night Football rights in the United States and its December Premier League fixtures in the UK.
On the pitch, the Champions League continues to showcase Europe’s heavyweights, with Arsenal, the Premier League club, Real Madrid, the LALIGA giants, Bayern Munich, the Bundesliga champions, and Paris Saint-Germain, the Ligue 1 side and defending European champions, shaping the early narrative of the current campaign.
The competition moves into the final weeks of the league phase, with upcoming fixtures set to determine the knockout pathway leading to the 2026 final at the Puskas Arena in Budapest, Hungary.
Prime Video’s renewed rights confirm its long-term role in delivering the Champions League’s premier Tuesday night window until 2031, securing Amazon a stable and influential position within one of global sport’s most valuable broadcast properties.
