Amazon Expands Foray Into Sports Streaming in Australia, Adds Celebrity Touch (EXCLUSIVE)
Patrick Frater Asia Bureau ChiefAmazon’s Prime Video platform will broadcast the Australian Swimming Championships, in Adelaide next month, as part of a two-year deal with Swimming Australia. The company will use a roster of celebrity commentators to give a high profile to its continuing foray into the sports sector.The deal with Swimming Australia is the first partnership Amazon has had in Australia for sports, other than sports documentaries.The streaming giant has a patchwork of sportscasting in other territories – in India, for example it currently has a mixture women’s basketball and some cricket, having previously carried major tennis tournaments and English soccer.