For years, live sports have been the final frontier for digital advertising — a bastion of linear TV viewership that brands struggled to reach with the precision and performance of programmatic. That era is over. Amazon DSP is redefining how advertisers reach sports audiences, combining premium live inventory with the scale, targeting, and measurement that only Amazon’s first-party data can deliver.
Live sports are no longer confined to cable. Fans are cutting the cord in record numbers, and they’re bringing their loyalty with them to streaming platforms. Amazon Prime Video has become a centerpiece of this shift, most notably through its exclusive rights to Thursday Night Football — one of the most watched weekly events in the U.S. This means millions of engaged, live viewers are now reachable directly through the Amazon DSP.
But the opportunity doesn’t end there. Through private marketplace (PMP) and programmatic guaranteed (PG) deals, Amazon DSP buyers can also access live sports inventory across other premium publishers. Think NBA, NHL, MLB, college football, and even global soccer — all available alongside Amazon’s owned and operated properties like Fire TV, Twitch, and Freevee (Now Amazon Prime "Watch For Free").
With Amazon’s unrivaled first-party retail and streaming data, advertisers can go far beyond age and gender. Imagine reaching “auto intenders” watching Thursday Night Football, or households that recently purchased workout gear during a UFC event. That’s the level of precision the Amazon DSP enables — and it’s deterministic, not inferred.
Live sports are high-demand, brand-safe environments, and with Amazon DSP’s direct access to supply, you’re not just bidding in crowded open auctions. You’re buying guaranteed spots on premium streams — placements that deliver both scale and brand equity.
The power of Amazon DSP doesn’t stop at delivery. With tools like Amazon Marketing Cloud (AMC), advertisers can connect the dots between ad exposure during live sports and actual business outcomes — from product detail page views to purchases. This is full-funnel attribution in action, something linear TV and most CTV platforms can’t match.
Live sports on streaming platforms often attract younger, cord-cutting audiences who are otherwise unreachable through traditional TV. By layering Amazon DSP campaigns on top of linear, brands can achieve significant incremental reach and ensure they’re not missing key audience segments.
Agencies and advertisers are building innovative campaigns that align with real-time fan behavior. Automotive brands are reaching sports fans in-market for new vehicles. CPG advertisers are timing campaigns around major events to drive ecommerce conversions. Even local businesses are targeting regional audiences watching their home teams — all through a single DSP.
The key is flexibility: Amazon DSP allows buyers to activate across live sports inventory with the same precision and performance measurement they use for on-demand streaming, display, and audio.
The streaming era has officially come to live sports — and Amazon DSP is at the center of it. For advertisers, this is more than just new inventory; it’s the ability to combine the emotional power of live events with the precision and accountability of programmatic media.
If your media plan still treats live sports as a traditional TV buy, it’s time to rethink your strategy. The fans have already moved to streaming. With Amazon DSP, your brand can meet them there — and convert their passion into performance.
For agencies running campaigns across Amazon DSP, growth brings both opportunity and complexity. Winning more clients is exciting — but each new advertiser also adds layers of manual work, more campaigns to manage, and greater pressure on your team’s time.
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