Amazon Prime Video is set to transform Champions League viewing with Prime Vision, a new coverage option that overlays live data onto match footage. Launching in the UK on Tuesday for the Tottenham versus Villarreal game, the service will display player names, running speed, pass distance, and passing options in real time.
Alex Green, managing director of Prime Video Sport International, said the innovation would "raise the bar for football fans and offer something meaningfully different." Prime Vision has already proven successful in the US, where it has been used for NFL coverage for three years, winning an Emmy for outstanding interactive experience in 2023. Amazon's NFL audiences grew by 11% last year, with the Prime Vision audience being nearly seven years younger on average than linear TV viewers.
Additional data points include shot speed, jump height, player positions, and xG (expected goals) for every scoring opportunity. Amazon has built its own xG model and designed an algorithm to calculate match "momentum." Andrew Hornett, director of live sports production for Europe, acknowledged the influence of video games like EA Sports FC on the feature, stating, "it has been developed by gamers."
Prime Vision will be available in Germany and Italy from the third matchday of the Champions League. Amazon, a relatively small player in UK sports broadcasting, reached four matches with over 5 million viewers last season. Hornett noted Amazon's technological edge allows rapid innovation, adding, "it will take our rivals a bit of time to get where we are."
Green emphasised that the service demonstrates Amazon is "here to stay" in sports, with rights holders appreciating their approach and streaming quality. Prime Vision remains optional, offering viewers an alternative to traditional coverage.
