Merseyside Derby reaches two million viewers on Amazon

Just over a month since their debut as a domestic broadcast partner of the top-flight English Premier League, Amazon has already been a hit with fans.

The Merseyside Derby between Liverpool and Everton peaked in popularity as the match reached approximately two million viewers, according to online media outlet Digiday.

That number is comparable to the amount of people using pay-TV broadcaster Sky Sports when the two clubs previously played each other in March.

To put into perspective how Amazon has taken off, Sky announced earlier this week that Liverpool’s 3-1 victory over Manchester City in November drew an average of 3.36 million viewers, a figure that made it the third most-watched Premier League broadcast in the network’s history.

With Amazon already close to what Sky is achieving, it goes to show where the future of broadcasting may be heading.

According to Digiday, the US technology giant’s first year as a Premier League broadcaster was relatively well received by advertisers. Major brands such as Coca-Cola, Duracell, Heineken, Mercedes Benz and Papa John’s joined on as partners, though buyers have concerns about the data they have received from the streaming platform thus far.

Amazon did not release its viewing figures publicly, while agency executives reportedly received reporting on their specific campaigns from the company this week.

Digiday reports that Amazon’s starting prices offered to advertisers were a cost per thousand impressions of UK£50 (AUD$94) for a broadly targeted adult audience for ‘Tier A’ games, UK£45 (AUD$84) for ‘Tier B’ and UK£40 (AUD$75) for ‘Tier C’ matches. These are understood to be two to three times the price of ads that Sky has sold for similar Premier League games, although in both cases the final prices were subject to negotiation.

When it came to ad performance, the buyers who spoke with Digiday gave a mixed verdict, with below – by as much as 30 per cent – and above expectation impressions reported against Amazon’s initial forecasts.

Going forward, buyers told Digiday that they would like to add access to Amazon’s first-party data, and the option to add their own tags to ads for attribution purposes.

Despite reaming coy with its viewing figures, an Amazon spokeswoman said the 3rd and 4th December were the ‘two biggest Prime sign-up days in UK history’, adding that ‘millions’ of customer streamed the live broadcasts, without clarifying the exact figure.

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NSW Football Associations Unite Behind AED Mapping Project for Statewide Safety Network

Twelve football associations across New South Wales have joined a statewide effort to map and register Automated External Defibrillators across sporting facilities, in a project that its organisers say will significantly improve emergency response times and save lives at community sport venues.

The Heartbeat of Sport AED Mapping Project, backed by funding from the Minns Labor Government to the Heartbeat of Football Foundation, represents the first comprehensive research into AED placement across NSW sports grounds. The data collected will be provided to NSW Ambulance and its GoodSAM team to enrich the existing AED registry available to ambulance and public first responders, and will feed into NSW Health’s newly released public AED map.

The project has drawn active participation from associations spanning the breadth of the state’s football community, including Eastern Suburbs, Manly Warringah, Granville, Southern Districts, Nepean, Northern Suburbs, Football Canterbury, Bankstown, Hills, Sutherland Shire, North West Sydney Football and Football South Coast.

When seconds matter

The urgency behind the project is not theoretical. At Doyalson Wyee Football Club, a 70-year-old player survived a sudden on-field cardiac arrest because an AED was available on site. The outcome of that incident – and the many others like it that occur across community sport each year – depends entirely on whether a defibrillator is accessible, charged and registered in the systems that emergency responders rely upon.

Sudden cardiac arrest kills without warning. The survival rate drops by approximately ten percent for every minute without defibrillation. In a community sport setting, where professional medical staff are rarely present, a registered and accessible AED is the difference between a player walking off a pitch and one who does not.

The mapping project addresses a gap that has existed largely unexamined. More than 2,400 defibrillators have been deployed across NSW sports and recreation facilities through the Local Sport Defibrillator Grant Program, with grants of up to $3,000 available to eligible organisations. But a device that exists without being registered in emergency response systems provides significantly less value than one that is accurately mapped and immediately locatable by ambulance crews responding to a call.

By encouraging clubs to complete AED registration surveys, the twelve participating associations are ensuring that the equipment already on their grounds is activated within the broader emergency infrastructure – translating a physical asset into a functional one.

Regional communities and the equity of safety

The project’s expansion of the #HeartHealthMatters Program, which brings CPR and AED familiarisation training to sporting organisations with a particular focus on regional areas, addresses a dimension of safety preparedness that often receives less attention than equipment access alone.

Knowing a defibrillator exists on site is insufficient if the people present during an emergency do not know how to use it. Regional clubs, which frequently operate with smaller volunteer bases and less access to formal training programs, face a compounded risk – less equipment, less training, and longer ambulance response times due to geography. The program’s regional focus acknowledges that safety infrastructure, like sporting infrastructure more broadly, is not evenly distributed.

The data gathered through the mapping project will also guide future investment decisions, identifying facilities that still lack AEDs and providing the evidence base for targeted grant funding to address those gaps.

Football associations that have already contributed AED data have demonstrated, in the words of the project’s organisers, strong sector leadership and a shared commitment to safeguarding participants at every level of the game.

For a sport that involves hundreds of thousands of players, officials and volunteers across the state each week, the ambition of the Heartbeat of Sport project is straightforward – that no preventable death occurs on a football ground because the right equipment was not there, or could not be found.

Decision overturned: FIFA World Cup 2026 to return to Federation Square

Following the announcement earlier this week that Federation Square would not return as a live site for this summer’s FIFA World Cup, Football Victoria announced yesterday that the decision has now been overturned.

Widespread support prevails

The football industry moves swiftly. Whether it’s a deadline-day transfer or cut-throat managerial changes, a lot can happen in a short time span.

And this proved true once again in Melbourne this week.

On Wednesday, Melbourne Arts Precinct announced that it will not proceed as a live site during this year’s tournament.

But following widespread backlash to the decision to not use Federation Square as a live site, the initial verdict will no longer go ahead.

“In the past 24 hours, Victorians demonstrated just how important our national teams are to the fabric of our community,” said Football Victoria CEO, Dan Birrell, via press release.

Furthermore, Birrell highlighted that support for a swift overturn also came from those outside the football landscape.

“The response extended far beyond football participants and supporters, reflecting the wider community’s recognition of the signficance of the tournament and the role these moments play in bringing people together.”

 

Community comes first

Having Federation Square as a live site during this year’s World Cup ensures that Melburnians wanting to back the Socceroos, can do so as one unit.

But even those who won’t be cheering for Australia, and will instead be adorning another nation’s colours, will still be able to unite and show their pride.

This is what live football is all about.

A variety of communities and nationalities which – despite supporting opposing sides – can come together under a shared love of the game. As Birrell continued to explain, this is a fundamental part of why the decision to overturn bares such importance.

“Football is a game that transcends age, background, language and culture.”

“It brings people together from all walks of life and creates moments of connection that are incredibly powerful, particularly uring global tournaments like the FIFA World Cup.”

The Socceroos will kick off their World Cup campaign against Turkey on June 14.

 

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