FanDuel’s collaboration with Amazon Prime marks a major milestone in the evolution of digital sports media and real-time betting integration. As the first official sponsor of NBA broadcasts on Amazon Prime, FanDuel is introducing innovative AI-powered features designed to personalise the betting experience and enhance viewer engagement. This partnership goes beyond traditional advertising, representing a strategic alignment between two technology-focused brands aiming to elevate sports streaming.
The foundation of this collaboration began in February 2025, when the FanDuel Sports Network expanded its reach by distributing local team broadcasts through an additional subscription within Amazon Prime Video. This model grants access to more than 30 teams across NBA, NHL, and MLB through 16 regional networks, offering viewers a comprehensive multi-platform experience that extends to cable, satellite, vMVPD services, and the FanDuel mobile app.
A defining element of the integration is the introduction of Odds View mode, a feature that synchronises FanDuel accounts with live broadcasts. This marks the first time a national broadcaster has incorporated personalised betting interfaces directly into the viewing experience. The AI module analyses live match data, user activity, and historical performance to generate dynamic betting suggestions, enabling users to receive targeted insights without leaving the broadcast screen.
FanDuel supports this partnership with a large-scale media campaign, including social media, outdoor advertising, and influencer collaborations. Despite fluctuations in NBA viewership, the company believes these innovations, alongside strategic partnerships with major networks, will revitalise consumer interest.
The partnership reflects the broader industry trend toward interactive sports streaming, where AI personalisation enhances both viewing duration and betting activity. Together, FanDuel and Amazon are setting a new benchmark for the future of digital sports engagement and the integration of betting technology.
