Amazon primed for big bid to show the Eight Nations
RUGBY could make a radical breakaway from traditional broadcast this autumn after Amazon Prime opened talks to show the upcoming Eight Nations tournament.
Sky Sports’ long-term deal is up for renewal and The Mail on Sunday understands that online retail giant Amazon has subsequently registered an interest in securing the rights.
Amazon’s stock hit an all-time high during lockdown due to changes in spending habits and they have the financial clout to outbid the likes of Sky Sports, BT Sport and BBC Sport.
The Six Nations have been put in charge of the tender process and negotiations remain open with all parties, although there is a feeling that Sky Sports overpaid in their previous deal.
Amazon are interested in a one-off, multi-million-pound deal for November, which coincides with their strategic push to attract new customers before Christmas.
They have already broadcast the Premier League and the US Open but now rugby wants to join the movement after suffering crippling revenue losses due to Covid-19. Industry expert Andy Sutherden told
The Mail on Sunday that the move would be a shrewd e-commerce play.
‘The timing of the autumn rugby fixtures is perfect for Amazon because it’s the prime trading period for black Friday and Christmas,’ said Sutherden, who advises major companies who partner with the likes of the Premier League, IOC, FIFA and World Rugby.
‘There aren’t many prominent sporting events up for grabs in October, November, December and it’s all about getting into the public conscience. Their broadcast strategy is to be very visible when they want to attract the maximum amount of online retailing.
‘They want to build an e-commerce database around sports fans. If you watch their documentary about Man City, you’ll start getting emails about buying Pep Guardiola’s book.
‘The data geeks will tell you that rugby-watching houses are high net worth families — a demographic they will want to unlock.’
Rugby’s powerbrokers are conscious of the need to break out of its traditional footholds to help grow the sport. RFU CEO Bill Sweeney has even mooted the idea of putting a microphone on England coach Eddie Jones to increase broadcast appeal.
An alternative would be in-match interviews — already a regular feature in domestic club fixtures.
‘I would back Amazon to do something that is wholly different because they won’t want to do a vanilla broadcast,’ added Sutherden. ‘The DNA of their business is all about invention and innovation.
‘Right now, they’re one of the most innovative businesses on the planet and Jeff Bezos has made an incredible amount of money over the past few months. They’ll be thinking: “Where can we put a camera or a microphone that nobody’s put a camera or a microphone before?”.’
A Six Nations spokesperson said: ‘Six Nations are busy finalising the arrangements for the autumn competition including match operations, fixture scheduling and broadcasting. An announcement will be made in due course when all elements are finalised.’