Prime Pact: Amazon Expands NWSL Presence As League’s Official Retail Partner
Monday, March 11, 2024 at 05:26PM By Barry Janoff
March 11, 2024: As the NWSL prepares to begin its 2024 season this week, the league has added another major partner to its roster.
The NWSL has signed a multi-year sponsorship with Amazon — already among the league’s media partners — making Amazon its exclusive retail sponsor.
As part of the sponsorship, Amazon Prime is now the presenting partner for the NWSL’s Best XI Awards.
The sponsorship also names Amazon an official NWSL licensee.
Financial terms of the alliance were not disclosed.
“We could not be more excited to continue to integrate Amazon more deeply into the NWSL family as they become our exclusive retail sponsor,” Julie Haddon, NWSL CMO and chief commercial officer, said via the league.
“Amazon’s global reach and customer-centric approach pairs perfectly with the NWSL’s fan-forward ethos. This partnership will not only amplify the NWSL’s fandom and growth, but will also offer our fans an easy and accessible way to support their favorite teams and athletes.”
The move expands on an existing multi-year deal with Amazon Prime Video to exclusively stream 27 matches each season.
This past November, the NWSL signed $240 million media deals with ESPN, CBS and Amazon.
NWSL’s Best XI Awards recognize the best players by position on a monthly cadence throughout the regular season and give the fans a voice in selecting the league's top 22 players in an end-of-season vote for the first and second team Best XI.
For Prime, “this represents an opportunity to bring fans closer to the players they love and joins them in celebrating the excellence of the athletes selected for this honor.”
People can now visit Amazon Fan Shop for hundreds of officially-licensed NWSL products from Merch on Demand, Amazon’s print-on-demand service.
Items include T-shirts, hoodies and tank tops, spanning every NWSL team, across men’s, women’s and youth styles and sizes.
Also as part of this collaboration, NWSL said it would migrate match content from previous seasons using Amazon Web Services.
This cloud-based media archive will enable NWSL to “easily transfer historical footage and surface highlights, interviews, and behind-the-scenes footage to enhance fan engagement by building a more personalized connection between fans, the league, and the players they love.”
In addition, AWS and Prime Video will begin testing a cloud-based game production solution for NWSL games “to increase efficiency, lower production costs, and improve sustainability.”
Last month, NWSL signed a multi-year deal with Google, including Google Pixel as the league’s official mobile phone partner.
NWSL Signs $240M Deals With ESPN, CBS, Amazon
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