The NFL and Amazon will test their combined clout, starting Thursday night, as they look to transform the viewer experience.

Coming off of a first week in which games averaged 18.5 million viewers – up 3% from last year and the highest figure since 2016 – the NFL is testing its might with its first streaming-only property.

Amazon has invested heavily to deliver a familiar product with some premium touches.

• The e-commerce giant is paying around $1 billion per season through 2033 to broadcast “Thursday Night Football.”
• It hired veteran broadcasters Al Michaels and Kirk Herbstreit in deals reportedly worth a respective $11 million and $10 million annually.
• Amazon augments its broadcasts with features such as its X-Ray technology, which provides data about players on the field. Apple has taken a similar tack with live probability data on its MLB broadcasts.

Meanwhile, the NFL is seeking to push further into streaming with its next deal for NFL Sunday Ticket, which has drawn interest from Amazon, Apple, and Google at a potential price tag of $2.5 billion per season.

Amazon on Offense

Amazon is leveraging its massive reach as a retail giant to drive viewers to Thursday’s game, as well as associated products.

A banner across the top of its home page advertises the game, and Amazon Prime Video displays a countdown clock until kickoff.

In addition to Amazon Prime and Amazon Prime Video memberships, the sites make it easy to purchase the company’s Fire TV, as well as gear for the first “TNF” teams, the Kansas City Chiefs and Los Angeles Chargers.

Ares Management is set to widen its sports footprint even further.

The alternative investment manager has raised $3.7 billion of dedicated funding for sports leagues, sports teams, sport-related franchises, and media and entertainment companies.

The Ares Sports, Media, and Entertainment Finance fund is more than 25% committed to date — equity commitments neared $2.2 billion, although the total available capital is estimated to be $3.7 billion including “anticipated leverage and related transaction vehicles.”

The initial target for the fund was $1.5 billion.

Through the SME fund, Ares has already committed roughly $1 billion to 19 sports companies around the world.

• In June 2021, Ares agreed to a roughly $216.9 million capital increase to Atletico Madrid.
• In March 2021, Ares bought around $100 million in debt from the San Diego Padres.
• In September 2021, Ares closed on a $150 million preferred equity investment in Inter Miami CF.

“We have witnessed significant demand for new and original content among fans, streaming platforms, and networks, and this has driven sports-related businesses to require flexible and scalable capital to help fuel this secular growth,” said Mark Affolter, partner and co-head of U.S. direct lending at Ares.

Star-Studded Board

Ares has also established an advisory board with investors, athletes, and sports, media, and entertainment executives including Los Angeles Football Club co-owner and former FIFA player Mia Hamm, Sportsology executive chairman Mike Forde, and recording artist Lionel Richie, among others.

The owner of AFC Bournemouth has hired California-based investment bank and financial advisory firm Montminy & Co. to facilitate a sale of the top-flight soccer club, according to Bloomberg.

Bournemouth — a member of the Premier League — is owned by Maxim Demin, who became the majority owner in 2013. The Russian businessman purchased a 50% stake in the club in 2011 in a deal valued at $975,000.

• A takeover sale for the club could now fetch at least $150 million.
• Bournemouth is already in talks with one group of investors.
• A deal with a U.S. investor would put half of the Premier League’s 20 teams under American ownership.

The club was promoted to the Premier League this year after finishing second behind Fulham FC in the English Football League Championship for the 2021-22 season. Bournemouth is expected to generate $172 million in revenue in 2023, up from $136 million in 2022. 

The club fired its former manager Scott Parker in August following a 9-0 loss to Liverpool, which marked its third consecutive defeat. The change came just 25 days into the new season. 

League of Their Own 

Manchester United, owned by the Glazer family, could also be on the market. 

The Glazers — who also own the Tampa Bay Buccaneers —  are reportedly looking for roughly $4.3 billion for the Premier League club, according to a report by The Daily Mail.

The family purchased Man U for $954.48 million in 2005.