With a new Thursday Night Football logo, Prime Video is training Super Bowl viewers for fall football

Amazon debuts a new brand ahead of exclusive games this fall.

February 9, 2022

· less than 3 min read

When the Super Bowl airs this Sunday, Amazon Prime Video will remind viewers that, come this fall, Thursday Night Football will be available to Amazon Prime subscribers over-the-top.

The e-commerce giant, which will soon charge customers $139 a year for access to Amazon Prime and Prime Video, debuted a new logo for Thursday Night Football that will get an official unveiling in an ad during Sunday’s Super Bowl broadcast on NBC.

The blue shield-like logo marks the official kickoff of a branding effort to get football fans ready to watch Thursday Night Football exclusively on Prime Video. It was created in partnership with the design studio Pentagram.

“In designing something that both unites our brands and embodies the excitement that only the NFL can deliver, we thought it fitting to capitalize on the buzz surrounding Super Bowl 56 as the first beat of our brand campaign,” Ukonwa Ojo, global CMO of Prime Video and Amazon Studios, said in a statement. “We look forward to sharing the next chapter with fans during Sunday’s game.”

Big play: Prime Video is investing big in live sports as it looks to round out its slate of content perks for Amazon Prime subscribers. The service’s 11-year deal for exclusive rights to Thursday Night Football costs roughly $1 billion per year.

Bezos Bowl: Amazon will have quite a presence at the Super Bowl. It will also run an ad for The Lord of the Rings: The Rings of Power during the broadcast, and Amazon Alexa will air a spot featuring celebrity couple Colin Jost and Scarlett Johansson.—KS

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