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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Liam Watson is the Co-Founder & Publisher of Soccerscene. He reports widely on football policy, industry matters and technology.

German football ends 70 years with Adidas for Nike deal

The German Football Association (DFB) has inked a mega eight-year deal with American sportswear giant Nike and move on from incredible 70-year partnership with Adidas.

The deal commences in 2027 after the next World Cup and runs to the end of 2034 with the company securing kit rights for at least two World Cup campaigns.

Nike were able to blow away Adidas’ offer and the deal was one they simply couldn’t refuse. It is reportedly worth AU$169.3 million a year, exactly double the amount Adidas currently gives the DFB which is $84.6 million.

Adidas has been a DFB partner since the 1950s and has been synonymous with the success of Germany’s men’s and women’s national teams, who have supported the company’s logo during 14 World Cup and European Championship triumphs.

This deal has caused huge public backlash from German fans and politicians who believe it goes against the traditions and history of the sport.

However, the DFB has defended its decision to drop Adidas as Nike made the better financial offer which would help the federation fund the future of German football as it would be invested into the grassroots game.

DFB President Bernd Neuendorf explained the controversial decision and gives his well wishes to Adidas.

“We understand every emotion. It’s also a drastic event for us as an association when it becomes clear that a partnership that was and is characterised by many special moments is coming to an end after more than 70 years. That doesn’t leave us cold,” Neuendorf said in a statement.

“The DFB has to make economic decisions against this background. Nike made by far the best financial offer in the transparent and non-discriminatory tender process.

“The federation will do everything we can to achieve shared success with our long-standing and current partner Adidas, to whom German soccer has owed a lot for more than seven decades.”

It is a huge loss for Adidas’ legacy, losing a long term relationship with the country’s biggest sporting team to its main rival and ultimately showcasing the bargaining power Nike has over the company.

However, the company still has a huge standing in football despite this issue and won’t be too affected by it. At the international level, Adidas has deals with higher-ranked Argentina and Italy and will still supply Germany’s kits at the 2026 World Cup – a tournament which it will also sponsor.

This new deal allows more money to tackle issues in the grassroots game in Germany and help stabilise the system as it looks towards returning to long-term international success.

Football Victoria celebrates establishment between Sydenham Park SC and Calder United SC

A striking partnership has been established between Sydenham Park SC and Calder United SC, with the Western United affiliated club to play 11 home fixtures at Keilor Lodge Reserve.

The Club Changer Club Development Program, an incentive created in 2023 to assist clubs fostering and strengthening inclusive environments for multiple diverse communities within society to participate in football, supports the growth of women’s football, among many other ranges of football within the country.

Last year, all federation members dedicated a strong focus upon women and young females in football as a main element of their Legacy 23 campaign. This enables club development officers across the state to work in conjunction with clubs in order to foster a positive football experience within female football, both on and off the field.

In this facility sharing partnership, Sydenham Park SC vice-president Davis Lisolajski showcased his clubs enthusiasm.

“When we learned that they were without a home venue, it was an obvious choice for us to reach out and assist,” he said via press release.

“Women’s football holds significant importance for us at Sydenham, and we believe this partnership will benefit our young girls and both senior women’s teams. They will witness professionalism first-hand during match days.”

Calder United SC President Amanda Stella expressed excitement towards developing a sustained and effective partnership to spearhead National Premier League Women’s football to Sydenham Park in 2024.

“The support from Sydenham Park President Nick and Vice President David, along with the broader Sydenham Park community, is greatly appreciated, and we eagerly anticipate playing our senior and 20s home games for the 2024 season at Sydenham Park,” she added via media release.

“A special acknowledgment to Football Victoria’s Josephine La Pila for her work with both clubs to achieve an outcome that promotes collaboration among football clubs for the betterment of our beloved sport.”

Football Victoria have endorsed the partnership between these two growing clubs within female football across the state.

With Calder United establishing themselves as a competitive club amongst the NPLW competition, the partnership allowing the club between the Western United sister club and Sydenham puts a focus upon both sides allowing their playing and coaching staff to use one of the best pitch surfaces within the north-western district of Melbourne. The use of these highly elite facilities will allow them to have an advantage, perhaps being the difference in furthering themselves away from their competitors.

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