Italian champions Juventus have become the first European soccer club to make their television channel available on Amazon’s Prime Video streaming service. Prime customers in Italy will have to pay an additional €3.99 ($4.62) per month to access Juventus TV. The channel will offer exclusive interviews with players and staff, non-live broadcasts of matches, and other behind the scenes footage at the Turin based club.
Juventus TV is currently accessed by fans through the club’s mobile application and website. This is not the first partnership between Juventus and an OTT platform. Netflix had produced a behind-the-scenes documentary Juventus in 2018.
The latest move is part of the launch of Amazon Prime Video Channels in Italy. Already available in markets such as the US, Canada, Japan, Germany, and the UK, this scheme allows users to add subscriptions to third-party networks and streaming channels.
The arrival of Juventus TV on Prime Video also comes amid widespread reports that Amazon has bought broadcast rights of the Champions League in Italy. According to Italian business outlet Il Sole 24 Ore, Amazon will pay €80 million (US$93 million) per season for Prime Video to stream the 16 first-pick Wednesday night games during the 2021 to 2024 cycle.
At present, Amazon also has a streaming deal with the Premier League. The £90 million three-year deal with PL allows Amazon to stream ten matches every season. Amazon said the first broadcasts in December 2019 delivered record numbers of sign-ups to the Prime subscription package since launch in 2007. The addition of Juventus TV will likely open the opportunities for other European big clubs to negotiate a similar deal with OTT platforms