Analysis: Has Amazon scored with its Premier League package?

For the first time, a non-pay TV broadcaster has won the rights to the EPL in one of the world’s most contest television auctions.

Previously in the sports rights world, Amazon paid an initial $50 million for 10 NFL Thursday Night Football games and purchased US Open and ATP Tour tennis rights in the UK, but the English Premier League (EPL) deal for three years of broadcasting rights in the UK is more expensive, longer-term and is truly trail blazing for the FAANG - aka Facebook, Amazon, Apple, Netflix and Google – who are now in the centre of the sports rights world and here to stay.

Just like BT Sport, whose entry into this market claimed an offer of free sports TV as long as the consumer bought BT broadband, it is expected that Amazon will start their relationship with English football followers by giving away its 20 EPL games to anyone with a £79-per-year Amazon Prime subscription. Year one of Amazon’s deal begins in 2019 and there is already speculation that fans could be asked to…