Amazon Prime makes live sports foray in India with cricket rights

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Amazon.com’s Prime Video has stated that it has acquired the rights for broadcasting New Zealand Cricket games in India, marking the streaming agency’s first foray into live sports at its fastest growing market.

Included in this deal between Amazon and the New Zealand Cricket Board, Prime Video will exclusively stream all global cricket matches played in New Zealand for the two men’s and women’s cricket, across all formats of the game starting late 2021 and during into the 2025-2026 year, the company said in a statement.

“We are excited to add India’s most loved game — cricket — to our content selection for our Prime Video customers, and we are thrilled to work with New Zealand Cricket on this endeavour… and the cricketing rivalry between the two countries has been fantastic,” said Gaurav Gandhi, India head of Amazon Prime Video.

The New Zealand cricket board previously declared a six-year national streaming deal with Spark Sport, which starts with matches against West Indies in the home, starting later this season.

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Amazon has previously shown interest in the rights to India’s Premier League cricket, while Facebook had narrowly lost out to Walt Disney Co -owned Star’s combined bid for TV and electronic rights for the popular 20-over tournament.

Globally, Amazon has bet big on sports as a way to bolster its film and originals catalogue. It live streams various sports, such as Thursday Night Football, the Premier League, ATP Tour Events, along with the US Open tennis.

In India, Amazon competes with international rivals Disney and Netflix Inc.

Its devotion programme Prime, which gives customers faster shipping and movie and audio streaming, costs 999 rupees (approximately $13.51) to get an annual subscription.

The team at Platform Executive hope you have enjoyed this news article. Initial reporting via our official content partners at Thomson Reuters. Reporting by Sankalp Phartiyal. Additional reporting by Greg Stutchbury in Wellington. Editing by Muralikumar Anantharaman and Rashmi Aich.

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