Amazon Leverages NBA Rights to Enhance Advertising Strategy

May 13, 2025 - 06:37

Danielle Carney, the head of live sports and video sales at Amazon, recently discussed the company's strategic approach to attracting brands through its connected TV (CTV) offerings. By securing NBA broadcasting rights, Amazon aims to position itself as a formidable player in the live sports arena, which is increasingly becoming a vital component of its advertising business.

Carney emphasized that live sports viewership remains a significant draw for advertisers, as it offers a unique opportunity for brands to engage with audiences in real-time. With the NBA's vast fan base, Amazon is not only enhancing its content portfolio but also creating a platform that allows advertisers to reach a highly engaged demographic.

This strategy reflects a broader trend where streaming services are investing heavily in live sports to differentiate themselves in a crowded market. As Amazon continues to expand its live sports offerings, it is poised to redefine the advertising landscape by integrating compelling content with innovative advertising solutions.