The sports media landscape is changing dramatically, as linear TV increasingly cedes the stage to streaming platforms–the first material platform modification since the advent of cable TV.

What does this ongoing seismic shift mean for the future?

A slew of lucrative new deals inked in 2022 made headlines throughout the year, and offered a glimpse of the shifting sponsorship landscape within the industry:

• Amazon Prime Video: NFL, Ligue 1

When Amazon Prime broadcasted its first edition of Thursday Night Football in 2022, it registered the most new Prime members in a 3-hour period in the company’s history – even outpacing major shopping days like Black Friday*.

• Apple TV: MLS, MLB

• Viacom18: Indian Premier League

• Viaplay: English Premier League

• DAZN: Serie A, LaLiga

What’s next for streaming?

While linear networks still control the majority of primetime live sports events, we can look forward to more news of major streaming rights deals for college sports, motorsports, and the NBA, as consumers continue to gravitate toward customized packages over all-in-one bundles. The ongoing proliferation of these deals will spur a new wave of exciting sponsorship possibilities, as brands pursue bold new digital real estate and content marketing opportunities to stand out from the competition.

The latest deal of note: on December 22, the NFL announced a multi-year partnership with Google that gives YouTube exclusive distribution rights for the NFL Sunday Ticket–at the price of a reported $2 billion a year. We’re currently analyzing data within the streaming sector to offer a look at potential sponsorship prospects for YouTube and the NFL in light of this deal, available in next week's newsletter.