Amazon wins rights to show Premier League soccer matches

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"Prime Video will be an excellent service on which fans can consume live Premier League football - including for the first time in the United Kingdom a full round of matches - and we look forward to working with them from season 2019/20 onwards".

After the past two domestic deals both produced 70 percent jumps in the value of rights, the league is now experiencing a downturn and looking to generate more revenue overseas where all 380 games are available live each season.

The three-year deal, which represents the first time that Premier League TV rights have been acquired by a non-traditional broadcaster, will feature every club in the top flight across two full rounds of 20 matches per season, including Bank Holiday fixtures. The first midweek round in December will be streamed on Prime Video, followed by streaming of the Boxing Day round later that month.

The US company is the first to break up the previous dominance of Sky and BT Sport.

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Amazon will exclusively live-stream the matches for three years from the 2019-20 season. Sky Sports has 128 games each season.

Amazon is no stranger to live sport.

The extravagant price of Premier League TV deals have stretched the resources of Sky and BT Sport, so the arrival of a new player in the market could be viewed as a threat to their grip on the most watched league in world football.

Premier League executive chairman Richard Scudamore labelled Amazon as an "exciting new partner", adding: "Prime Video will be an excellent service on which fans can consume live Premier League football - including for the first time in the United Kingdom a full round of matches".

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He cautioned that "Amazon's current business model is unsustainable to support the acquisition of costly live sports rights in the long term" and predicted that Amazon will introduce a new sports channel bundle for Prime subscribers. In his annual letter to shareholders this year, Amazon's chief executive, Jeff Bezos, disclosed that 100 million people around the world had Prime subscriptions.

However, analysts said they probably did not sell in February because they did not achieve the reserve price set by the Premier League.

The breakdown of that is that Sky Sports Entertainment with Sky Sports Premier League added costs £38 a month, plus a one-off cost of £20.

The Premier League have also released details of the rights deals for the Republic of Ireland.

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"When the Premier League was formed in 1992 nobody could have envisaged the scale of global growth in the competition which exists now", said Scudamore.

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