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Amazon enters Australian live streaming market with Swimming Australia deal

Amazon enters Australian live streaming market with Swimming Australia deal
February 12, 2021

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.

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30th October 2020 - Swimming Australia Chief Executive Leigh Russell to step down

15th October 2020 - International Swimming League announces season schedule and global broadcast deals

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19th August 2020 - Swimming Australia highlights role swimming can play in nation’s Coronavirus recovery

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14th November 2019 - Catapult appoints former Amazon executive to leadership role, agrees deals with NRL and Rugby Australia

23rd October 2019 - Swimming Australia unveils Tokyo Olympic and Paralympic campaign

23rd July 2019 - Mack Horton and Swimming Australia face official rebuke over ‘drug cheat’ protest

11th September 2018 - Amazon’s title sponsorship of 2018 IRONMAN World Championship coincides with launch of online nutrition store

29th June 2018 - Pan Pacific Championship Trials set to showcase swimming’s rising stars

4th November 2017 - Amazon prepares new private-label athleisure collection

14th July 2017 - SOPAC to host 2018 Australian Age Swimming Championships

25th May 2011 - SA Aquatic and Leisure Centre looks forward to 2012 Olympic trials hosting

23rd May 2011 - New South Australian State Aquatic Centre to host Olympic swimming trials


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