Amazon Expands Sports Portfolio with NBA and WNBA in 2025 Ad Push

The streaming giant is leveraging new NBA rights and first-party data to attract advertisers during the upcoming upfront season.

Amazon will debut its NBA coverage in fall 2025 as part of an 11-year deal, adding to its growing sports portfolio that includes NFL, NASCAR, and WNBA games.
The company is introducing a dedicated NBA studio with opportunities for premium sponsorships, featuring analysts Blake Griffin and Dirk Nowitzki, and host Taylor Rooks.
Amazon's NBA programming will include events like a Black Friday doubleheader and Christmas Day games, with integrated shoppable ad capabilities to engage viewers and advertisers.
First-party ad measurement tools will allow brands to track sponsorship effectiveness and audience engagement, a feature Amazon is emphasizing to advertisers.
Amazon projects significant ad revenue growth, with analysts estimating $750 million tied to the NBA package, as it continues to target younger, digitally engaged sports audiences.