Amazon Prime Video is set to roll out a new data-driven simulcast of its UEFA Champions League coverage, introducing Prime Vision, an enhanced broadcast featuring real-time statistics, tactical graphics and AI-powered insights for fans in the UK, Germany, and Italy.
The feature harnesses data from optical tracking systems already used in goal-line technology (GLT) and semi-automated offside technology (SAOT) to deliver advanced analysis on all 22 players on the pitch.
Among the innovations are a tactical mini-map, inspired by football video games, a momentum bar showing which side has the upper hand, and physical metrics such as sprint speed, shot velocity, pass distance, and jump height.
Amazon’s algorithms will also calculate passing options based on positioning and vision, illustrate how much of the goal a goalkeeper is blocking during a shot, and assess both speed and placement to provide a more accurate scoring probability than traditional expected goals (xG) or expected saves.
Alex Green, managing director of Prime Video Sport International, said the project reflects Amazon’s ambition to bring audiences closer to the game.
“It’s an alternative broadcast that doesn’t disrupt the main feed but offers a new perspective on how to watch the game,” Green explained. “It plays to Amazon’s strengths as both a broadcaster and a technology company and is a testing ground for new innovations.”
Andrew Hornett, Prime Video’s director of live sports production for Europe, added, “We’re trying to go deeper and innovate. We’re not just doing things like flashy new graphics, we’re innovating with purpose.”
Prime Vision has already proved successful in the US, where Amazon uses it in National Football League (NFL) coverage alongside player GPS data to power the league’s Next Gen Stats. The feature earned a Sports Emmy Award for Outstanding Interactive Experience in 2023.
However, Amazon insists its Champions League version has been built from the ground up, as football presents unique challenges compared with American football. The company acknowledges the feed may not appeal to every viewer but believes some features could migrate to the main broadcast over time if they resonate with fans.
While video game-style graphics may attract younger audiences, Amazon points out that the NFL equivalent has also drawn in newer fans of all ages.
Green suggested that innovation could become a differentiator for broadcasters in future rights negotiations: “Rights holders love our approach and care for their sport. They love our deep analysis, our streaming quality. There’s a whole spectrum of things we do to invest in sport that our rights holders love but will they give us the rights at a significant discount? Probably not. But we’ve established ourselves as one of the leading sports broadcasters in the world.”
Prime Vision will debut with Amazon’s broadcast of Tottenham v Villarreal on Tuesday, 16 September, before expanding to other Champions League matches later in the season.
Amazon has tested the technology extensively to refine the balance between data and viewing experience, introducing safeguards to prevent screens from becoming overloaded. Looking ahead, the company admits its long-term ambition is to allow subscribers to customise their feeds.
“That’s the holy grail,” Hornett told SportsPro. “But we have no timeline for that.”
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