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Amazon And NFL Hoping To Establish A Tradition With The First Black Friday Game


Saying that the Miami Dolphins vs. New York Jets game on Black Friday is Amazon’s Super Bowl is not hyperbole.

Not only does this signify another game on Prime Video—something Amazon intends to incorporate into a yearly routine—but it also happens to coincide with the biggest shopping day of the year.

“When we talked with the NFL, this is a perfect marriage. Black Friday is a huge event for us every year. We’re really putting everything behind this,” Prime Video Vice President Jay Marine said.

NFL Media executive vice president Hans Schroeder stated that the league has been considering adding a game on Black Friday for some time. For the past two years, the Thanksgiving Day tripleheader has been one of the most watched regular season games.

By including a game on Black Friday, the NFL gains an extra day of dominance. It was a match made in football and business heaven when you add in the fact that it was streaming on Amazon.

“It’s an opportunity for us to continue to innovate with Amazon. I think some of what they’ve done this year on Prime Vision is exciting with seeing that intersection of data and AI predictability and taking fans deeper inside of X’s and O’s,” Schroeder said. “I think the viewing experience will feel a little bit different and unique for that day and appropriately. We’re excited about that.”

Amazon will not feel like Home Shopping Network meets a football game, despite the fact that it will highlight certain deals and promotions throughout the day.

According to Marine, there will be a QR code to scan and shop during the game, and some of the Black Friday deals will be highlighted during commercials.

There will be additional promotions during the halftime, postgame, and pregame shows in addition to one major promotion every quarter.

Every fan will be able to watch the game for free on streaming services. The Philadelphia Eagles’ game against the Minnesota Vikings in Week 2 of this season was the most watched on Amazon, according to Nielsen.

Through 11 weeks, the average number of viewers for NFL games has increased to 17.1 million, 6% more than the previous season. The league is still on pace to have its largest audience since 2015.

After the game, Garth Brooks will perform live on Amazon.

“I’m fascinated to see how it plays out in terms of the Amazon component because they’ve taken it out from behind the paywall. So you can watch the game, and if you want to do additional Christmas shopping alongside the game, you will be able to do that. So this is kind of a brand new frontier,” said Al Michaels, who will call the game with Kirk Herbstreit and Kaylee Hartung. “I’m curious to find out how this works. I mean, there’s a chance in my mind that this could be spectacular.”

Half of the 16 games this week must have widespread appeal because there are three games on Thanksgiving, one on Black Friday, three windows on Sunday, and one on Monday night.

The league demonstrated over Christmas of last year that it could arrange games over four days and share the spoils with matchups among all of its media partners.

This week’s games feature all 32 teams participating, with teams from the same division facing off in 10 of the 16 games.

The day after Thanksgiving has historically been dominated by college football, but the 3 p.m. Eastern kickoff still provides colleges with an early window and prime time. On Saturday, there have been more college rivalry games over Thanksgiving weekend.

With quarterback Tua Tagovailoa and wide receiver Tyreek Hill leading the offense, the AFC East-leading Dolphins have shot to national prominence, despite the fact that Tim Boyle will start at quarterback for the Jets instead of Aaron Rodgers.

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