The Varsity The Prime Play for Sports Rights
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Sep 21, 2025 Charlie Neiman, Amazon's head of sports partnerships, shares insights on the company's groundbreaking deal with Augusta National to stream the Masters. He discusses Amazon's strategies for acquiring top-tier sports rights, including the NFL and NBA. Charlie reveals the innovative use of AI in broadcasts, from predictive features to customized feeds that enhance viewer experience. Tune in for an inside look at how Amazon is reshaping the sports landscape with technology and creative storytelling!
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Breaking Into Augusta National
- Amazon became the fourth media partner in Augusta National's history by winning a limited Masters window starting next year.
- Charlie Neiman says Amazon will treat the property with respect and plans to innovate with Augusta National over time.
Membership-First Rights Strategy
- Amazon builds sports rights around Prime membership scale and targets one or more tier‑one properties per country.
- The approach prioritizes popularity in each market, exclusive portions, and long-term collaboration with rights holders.
Keep A Pristine Main Feed
- Preserve the pristine main broadcast experience while offering optional interactive overlays as opt-in features.
- Use alternate feeds (like Prime Vision) for advanced graphics so fans who prefer clean coverage stay satisfied.