Amazon signs DraftKings as Thursday Night Football odds provider

DraftKings Thursday Night Football
Image: Shutterstock

Amazon is getting into the sports betting world via a new deal with DraftKings. After spending $1 billion to acquire the rights to broadcast NFL’s Thursday Night Football, Amazon is adding a sports betting element to the broadcast.

DraftKings will offer TNF-branded bets and promos at its sportsbook

DraftKings announced today that the company will work with Amazon’s Thursday Night Football broadcast as both a sponsor and an odds provider for the stream, which is available each week on Amazon Prime Video. The multi-year deal will include DraftKings odds being incorporated into both the pregame action and during the game. There will also be TNF-themed bets and offers available on the DraftKings Sportsbook app in states where it is available.

“The NFL season is the most active time of year for our customers, so collaborating with one of the world’s leading technology brands in order to offer engaging content to viewers of TNF on Prime Video is a tremendous opportunity for DraftKings,” said DraftKings CMO Stephanie Sherman. “Prime Video is an innovator in live content and we both have a similar focus on constantly improving our customers’ experiences. We look forward to working with Amazon to bring millions of viewers a premium and enhanced experience during TNF on Prime Video all season long and for years to come.”

Al Michaels can now openly reference odds in his game calls

The new season of Thursday Night Football begins on Sept. 15, as NBC handled the opening night action last week using the Sunday Night Football crew.

Al Michaels and Kirk Herbstreit will serve as announcers for Thursday Night Football this season. Michaels developed a reputation for always being aware of the sports betting implications of games long before the repeal of PASPA in 2018. He would regularly make subtle nods to the spread and total in his game calls. With this new partnership, he will finally be able to openly acknowledge the odds during the game. Amazon is already eager for those kinds of integrations.

“We are thrilled to collaborate with DraftKings to bring fans more insights and excitement as part of the TNF viewing experience,” said Danielle Carney, Head of NFL Sales, Amazon Ads. “DraftKings content will contribute to lively pregame discussions, fan engagement, and, perhaps, some bold predictions from our on-air talent.”

This is the latest step in mainstream integration of sports betting into the NFL. As the NFL’s David Highhill told SBC Americas, the league is taking a cautious approach, but one they are willing to change over time:

“We continue to monitor our fan behaviors and attitudes in this space and we will evolve our approach as the research informs us.”