Amazon bags exclusive rights to ATP Tour tennis in major victory over Sky

Andy MurrayAmazon has pulled off a massive piece of business and won the rights to practically all of the top-flight men’s tennis, after Sky’s contract ends next year.

As reported by The Guardian, the Amazon bid is thought to be worth as much as £10m a year versus Sky’s current £8m deal. As a result of Amazon’s winning bid, Amazon Prime Video will become the home of the ATP World Tour, including the ATP World Tour finals at the O2 Arena in London, from 2019. The only top-flight men’s tennis missing from Amazon would be the four grand slam tournaments. Events included will be the ATP World Tour Master 1000 and Masters 500, where tournaments will be livestreamed from locations such as Monte Carlo, Madrid, and Shanghai.

The coup represents Amazon’s first major live TV sports rights deal outside of the US, and could be a move by the internet giant to catch the eye of the Premier League – with its rights due to go up for sale early next year.

Earlier this year, Amazon won the rights to livestream 10 Thursday night NFL games, which had previously been streamed by Twitter.

“Amazon’s move to snap up UK rights for ATP tennis rights is significant as it is its first move to take on British broadcasters directly for sought after sports rights,” said Dror Ginzberg, co-founder & CEO of video creation platform Wochit.

“Amazon is clearly trying to build its credentials in live sports broadcasting as it has also taken over from Twitter in broadcasting this coming season’s Thursday night NFL games. Given that the Premier League’s rights are up for grabs next year too, Amazon could be a player in this bidding war, which means it may even surpass the previous record deal of over £5bn secured in 2015.”