Amazon Prime Video to Launch Immersive Champions League Data Experience
- tech360.tv
- Sep 17, 2025
- 3 min read
Amazon Prime Video will introduce new, data-driven match coverage for Champions League viewers this season, taking inspiration from video games. The service, called Prime Vision, will overlay datapoints onto live play, providing fans with additional in-game information.
Prime Vision will launch in the UK on Tuesday night for the Tottenham v Villarreal league-phase game, running alongside traditional broadcast coverage. The feature will allow fans to see a player’s name, their running speed, the distance of a pass, and even potential passing options.
Alex Green, managing director of Prime Video Sport international, stated the offering would "raise the bar for football fans and offer something meaningfully different." Viewers in Germany and Italy will gain access to Prime Vision from the Champions League’s third matchday.
Amazon’s approach is adapted from its successful implementation in the US, where Prime Vision has been used for NFL coverage for three years. It effectively recreates the experience of an analyst explaining a match in real-time for viewers.
Further data points captured by Prime Vision include shot speed, jump height, and the positions of all 22 players on the pitch, displayed in a graphic at the bottom of the screen. The expected goals (xG) of each goal-scoring opportunity will also be shown.
Amazon has developed its own xG model and designed an algorithm to calculate "momentum" as a live statistic. Andrew Hornett, Prime Video’s director of live sports production for Europe, noted this innovation is optional for viewers but demonstrates Amazon’s intent to "innovate with a purpose."
Hornett acknowledged the influence of games such as EA Sports’s FC in developing this data-led viewing experience, adding that Prime Vision "has been developed by gamers." He clarified that Amazon did not define a specific target audience, undertaking the project because "we think it’s a cool thing to do."
Prime Vision has achieved success in the US, winning an Emmy for outstanding interactive experience in 2023. Audiences for Amazon’s NFL coverage grew by 11% in the following year.
Internal figures reveal that the audience for Amazon’s NFL coverage was nearly seven years younger on average than those watching a linear broadcast on television. On Prime Vision, the audience was almost equally split between NFL enthusiasts and those with limited knowledge of the sport.
Amazon is a fringe player in UK sports broadcasting but its roster is growing, reaching sizeable audiences with its coverage; last season, four of its Champions League matches attracted over 5 million viewers. Hornett asserted that Amazon’s technological expertise allows it to innovate rapidly, suggesting rivals will need "a bit of time to get where we are" with Prime Vision.
Green emphasised that these new developments confirm Amazon is "here to stay" in sports. He added that "rights holders love our approach to their sport, the care we show and the real deep analysis we carry out."
Green also highlighted "streaming quality" and "low latency" as crucial elements. He concluded, "I think what we can say is that we have truly established ourselves as one of the leading sports broadcasters across the world."
Amazon Prime Video is launching "Prime Vision," an immersive data overlay for Champions League matches.
The service, inspired by video games, will display live data such as player speed, pass distance, and xG.
Prime Vision debuts in the UK for the Tottenham v Villarreal match and will roll out to Germany and Italy.
Source: THE GUARDIAN
