The American professional football league, Major League Soccer (MLS), has announced a groundbreaking content distribution deal with Amazon, becoming the first soccer league in the world to deliver its highlights directly via Fire TV Channels—Amazon’s free ad-supported streaming service.
In a strategic move to boost reach and engagement, MLS will now offer free, short-form video content—no downloads, logins, or subscriptions required. Fans can instantly access highlights and archive footage from MLS, MLS NEXT Pro, MLS NEXT, and the Leagues Cup across Fire TV, Fire Tablets, and Echo Show devices.
The new MLS hub will be prominently featured within the Sports section of Fire TV Channels and on the Fire TV home screen. Viewers can also use Alexa voice commands to catch the latest action—further weaving MLS into the everyday experience of Amazon’s massive device ecosystem.
Commenting on the occasion, Gem Benedict, Vice President of Premium Content Partnerships, Major League Soccer, said, “We’re proud to be the first soccer league to distribute highlights directly on Amazon’s Fire TV Channels. This collaboration allows us to bring the excitement of MLS to fans around the world through services they already use and trust— making the league more accessible and engaging for soccer fans everywhere.”
This partnership complements MLS’s existing 10-year global streaming agreement with Apple TV, which covers live match broadcasts. By expanding into the free ad-supported streaming (FAST) space, MLS is diversifying its digital footprint without cannibalising premium live content.
For Amazon, the deal adds to its growing sports portfolio and bolsters Fire TV Channels’ sports content offering, joining the ranks of other major leagues tapping into the FAST model to reach broader, younger, and more casual audiences.
With this alliance, MLS strengthens its reputation as one of the most digitally progressive sports leagues in North America. It also signals a clear ambition: to grow its global fan base by meeting viewers where they are—and how they watch.
