Amazon Plans Partnership With Diamond Sports for Streaming MLB, NBA, NHL Games

Amazon is reportedly in discussion with Diamond Sports Groups and some of its creditors to create a streaming partnership, as per Bloomberg.

Amazon Seeks Streaming Deal for National Games

The upcoming deal will potentially allow Amazon to acquire a multi-year streaming contract with the Major League Baseball, National Basketball Association, and National Hockey League games. The broadcast is currently operated under the bankrupt regional sports broadcaster.

The Diamond Sports Group previously filed for Chapter 11 protection in March. The company is said to be in the process of exploring potential restructuring transactions.

However, both Diamond and Amazon have yet to acknowledge the report. The talks are still not final and changes are still possible. Also, the transaction is subject to bankruptcy court approval.

Amazon Pushes for Live Sports

Amazon has been investing in broadcasting live sports to push its content-to-commerce agenda. Currently, the company holds the livestreaming of National Football League games wherein QR codes are seen on aired commercials that will redirect them to the Amazon page.

Broadcasting live sports is one of the e-commerce giant's efforts to boost its revenue from commercials and advertising aside from displaying ads and relying on keyword search results on its webpage.

If the partnership pushes through, Amazon will be taking advantage of its ability to advertise freely during the broadcast of sporting events. For now, it is still unclear how much control and investment Amazon would have.