Amazon might stream Bally's games after all

For much of this year, it seemed like Amazon’s Prime Video service was set to take over as the digital option for the Diamond Sports regional networks (branded as Bally Sports).

In January, the companies announced a major $115 million investment from Amazon as part of Diamond’s plan to emerge from bankruptcy, with Prime Video set to take over as “the digital platform for Bally Sports” (replacing the much-maligned Bally Sports+ app). However, Sports Business Journal ‘s Tom Friend reported last week that Amazon had dropped the offer.

Now, Josh Kosman of The New York Post is reporting that Prime Video could still broadcast these games, albeit under a non-exclusive deal.

Here’s more from Kosman’s piece :

Amazon is in talks to become a major player in regional sports broadcasting for the NBA, MLB and NHL — with a surprise deal that could shake up the way fans have watched their local teams for decades, The Post has learned.

The Seattle-based e-tailing giant headed by Jeff Bezos is in late-stage talks for a contract to livestream on Amazon Prime this coming season all the Bally Sports broadcasts of 13 NBA franchises, as well as five MLB teams and nine NHL teams, sources close to the situation said.

With the new streaming service — which could launch next month with the start of the NHL and NBA seasons — sources said fans will pay about $20 a month for access to their home team’s local games through Prime.

…Financial terms of the Amazon deal currently under discussion couldn’t immediately be learned. A source said it is not exclusive, allowing Diamond to further expand its reach by signing deals with other platforms including YouTube.

The “non-exclusive” mention here is highly important. That means that the Bally networks could still be offered as direct-to-consumer streams from other companies as well, which could include the existing Bally Sports+ app . It’s possible that these games wouldn’t be worked into the Prime Video app, but rather that Bally Sports+ would be added to the subscriptions available for purchase through Amazon Channels.

The $20 price point is what Bally Sports+ currently charges monthly. The lack of info on finances is also interesting and raises the idea that perhaps this will be a revenue-sharing move rather than a cash investment from Amazon.

Another possibility for offering these could be ESPN parent Disney, with ESPN chairman Jimmy Pitaro recently saying “We want to be at least part of the solution. We are very interested in stepping up here.” (He did talk more about working with individual teams than Diamond, though, so this might not necessarily lead to anything there.)

There are a lot of teams potentially impacted here. The five MLB teams for whom Bally currently has digital rights are the Detroit Tigers, Kansas City Royals, Miami Marlins, Milwaukee Brewers, and Tampa Bay Rays. They also broadcast games from the Cleveland Guardians, Minnesota Twins, and Texas Rangers, but all of those contracts expire at the end of this season and don’t include digital rights. However, added distribution through platforms including Amazon could help their case for renewal.

The 13 NBA teams in question are the Atlanta Hawks, Charlotte Hornets, Cleveland Cavaliers, Detroit Pistons, Indiana Pacers, Los Angeles Clippers, Memphis Grizzlies, Miami Heat, Milwaukee Bucks, Minnesota Timberwolves, Oklahoma City Thunder, and San Antonio Spurs. The NHL teams in question are the Carolina Hurricanes, Columbus Blue Jackets, Detroit Red Wings, Minnesota Wild, Nashville Predators, St. Louis Blues, and Tampa Bay Lightning. (Kosman’s piece lists the Anaheim Ducks but they just left Diamond to sign deals with Fox 11 Plus and Victory+.)

Thus, fans of all those teams could potentially have new options to watch their teams if this deal comes together. And that might even include the better-performing Prime Video app (but that’s far from confirmed at this point).

An Amazon deal of some kind also could offer some stability and financing or extra revenue for Diamond. But, notably, the past Amazon deal didn’t come to pass, so don’t count these chickens before they’re fully hatched.

[ The New York Post ]

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