By Carl Wartzack, CEO, WBX
Amazon’s latest move in advertising isn’t just about more inventory. It’s about more integration. With the announcement that advertisers can now buy streaming ads programmatically across Premier Sports’ app and Prime Video channel through Amazon DSP, the company is expanding its already dominant position in live sports and connected TV (CTV).
This integration gives brands access to some of the most passionate audiences in the UK, from LaLiga and the Scottish Premiership to the Investec Champions Cup. And it’s not limited to live events. Advertisers can target fans watching on-demand highlights, across smart TVs, mobile, desktop, and connected devices.
The Power of Live Sports + Amazon Data
What makes this so significant isn’t just the content – it’s the context. Amazon’s DSP combines trillions of shopping, streaming, and browsing signals to help advertisers reach audiences with precision. The fusion of live sports passion and commerce data is a rare advantage: campaigns can now connect real-time engagement with measurable outcomes across the Amazon ecosystem.
As Chris Conetta, Amazon’s Director of Omnichannel Supply, put it, this integration allows brands to “deliver more comprehensive, high-impact campaigns.” The inclusion of Premier Sports alongside major rights like the UEFA Champions League, NBA, and NFL cements Amazon’s role as a must-buy platform for advertisers who want to be where attention truly lives.
A New Standard for Premium Sports Advertising
At WBX, we view this as a major evolution in performance-driven sports marketing. For brands, the ability to buy Premier Sports inventory directly through Amazon DSP means:
- One streamlined system for CTV, live sports, and retail media.
- Programmatic access to premium audiences at scale.
- Cross-platform measurement through Amazon’s expanding analytics stack, including partners like Dynata, Lumen, and Audience Project.
And for viewers, it means ads that are more relevant, better timed, and aligned with their interests rather than just inserted into a broadcast.
The WBX Takeaway
Amazon is doing more than selling ad space; it’s building the new infrastructure for how brands reach sports fans.
Live sports have always been high-value inventory, but the ability to connect viewership with commerce in real time, across devices, is what defines this next era of marketing.
For advertisers and agencies, this integration represents more than a tactical win. It’s a strategic signal: Amazon’s DSP is fast becoming the central nervous system of the streaming ad economy.
Contact WBX
If your brand is looking to navigate the evolving world of CTV, retail media, and programmatic sports advertising, WBX can help. Our team partners with marketers to build data-driven strategies that turn attention into measurable outcomes across the entire Amazon ecosystem and beyond. Contact us today to learn how we can elevate your streaming, sports, and omnichannel campaigns.