Amazon using Super Bowl hype to show off new look for ‘Thursday Night Football’ on Prime Video

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(Amazon Image)

While the rest of the football-watching country gets excited for the Super Bowl on Sunday, Amazon is gearing up for NFL games on Thursdays.

In anticipation of becoming the exclusive home of “Thursday Night Football,” Prime Video revealed a new logo for the broadcast. The logo features a blue shield with the title of the show, the NFL logo and Amazon’s Prime logo with its signature smile.

The NFL said in a blog post that the logo was inspired “by the tip of the arrow in the Amazon smile and the pointed shape of a football,” and said the branding “will be threaded throughout production next season.”

Amazon will air an ad during Super Bowl LVI hyping its “TNF” takeover and the new look.

Amazon signed an 11-year deal with the NFL last year in the league’s first all-digital pact with a media partner. Reports at the time time put the price tag at more than $1 billion a year.

“With Prime Video as the exclusive home for TNF we have the ability to build a one-of-a-kind new experience for Prime members,” Amazon vice president of global sports video Marie Donoghue said in a news release. “It’s a huge opportunity and one our team is excited to take on as we get ready to kick off this fall.”

Amazon first took over streaming rights for “TNF” from Twitter in 2017, paying $50 million back then.

This fall, Prime Video will stream 15 regular-season games and it gets one preseason game per season. Pregame, halftime, and postgame shows will also be part of the show, as well as interactive features like X-Ray and Next Gen Stats.

At least one football fan on Twitter had other ideas for the logo and came up with a pretty clever way to use the Amazon smile arrow in a football shape.



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