Amazon enters Australian live streaming market with Swimming Australia deal

Amazon Prime Video is entering the local sports live-streaming space with the agreement of an exclusive two-year deal to broadcast Swimming Australia championship events globally.

Under the terms of the agreement, the online retail and media giant, will show the Australian Swimming Championships on its Prime Video service at no extra cost to subscribers.

This will include the Swimming Trials in the lead up to the Tokyo Olympics and Paralympics along with the qualifying events for the 2022 FINA World Swimming Championships and the Birmingham Commonwealth Games.

Commenting on the agreement, Swimming Australia President, Kieren Perkins stated “to be able to partner our sport with one of the biggest streaming services in the world provides us with fantastic opportunities to deliver premium live swimming content to Australians and a global Prime Video audience.

“Swimming is ingrained in our culture, and we know that millions of fans support the Australian Dolphins Swim Team when they compete. Also, our current generation of swimmers, including those who have an eye on competing in Paris 2024 and beyond, will love being able to live stream the sport wherever they are.”

Marie Donoghue, Amazon Prime Video’s Vice President of Global Sports, added “we know live sport attracts passionate fan bases from around the world, many of whom are already Prime members

“We are focused on giving our customers access to the best selection of content possible, including the ability to watch live sport when and how they want to watch it.

“Streaming the upcoming Swimming Australia championship events on Prime Video is a great step toward achieving that global vision, and offers tremendous new value for Prime members in Australia and beyond.”

In October last year, free-to-air broadcaster Seven ended its broadcast deal with the sporting body five years before it was due to end after it was unable to hold last year’s Olympic and Paralympic qualifiers due to the COVID-19 crisis, as required under the terms of the contract.

The Australian Swimming Trials are tentatively scheduled to run from 12th to 17th June and are set to be the first live sporting event to make its debut on the Prime Video platform.

Until then, Swimming Australia’s over-the-top (OTT) service will stream events.

Image: Ariarne Titmus at the 2018 Australian Swimming Trails. Credit: South Australia Aquatic and Leisure Centre.