Is Amazon Prime set to dominate sports?

Amazon’s (Amazon Stock Quote, Chart, News, Analysts, Financials NASDAQ:AMZN) expanding sports strategy, anchored by its Black Friday NFL broadcast, is resonating with both Prime subscribers and advertisers, according to comments from Jay Marine, Amazon’s head of global sports and advertising, in a Nov. 28 interview on CNBC’s Squawk Box.

For investors, the message was that Amazon is stepping up sports investment because the economics are increasingly supportive across engagement, Prime retention and advertising yield.

Prime Video streamed 15 hours of live sports programming on Nov. 28, including the Chicago Bears–Philadelphia Eagles NFL matchup, with no Prime membership required. Marine framed the initiative as part of a broader effort to increase the value of Prime and accelerate advertising revenue tied to premium live content.

Asked directly about the financial returns on Amazon’s rising sports spend, including deals across the NFL, NBA, NASCAR, Champions League and NHL, Marine said sports are “working” across engagement, retention and advertising demand.

“Our goal is to add more value to Prime,” he said. “If we deliver for fans and deliver for Prime members, the rest takes care of itself.”

Prime Video’s ad momentum appears to be validating that view. Marine noted that Black Friday advertising on Prime Video rose 40% year over year, and said brands are responding to Amazon’s ability to offer “full-funnel” ad campaigns tied directly to retail purchases, something traditional broadcasters can’t provide.

He declined to disclose profitability for Prime Video (“as you know, we don’t break that out”), but said Amazon’s ongoing willingness to invest in sports is itself a signal.

“At the end of the day it all has to make financial sense,” he said. “We really like what we’re seeing, which is why you continue to see us do more

Amazon also aired an NFL game globally for the first time, expanding its footprint as the league grows outside the U.S.

Amazon shares are up 12.35% over the past 12 months.

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