Amazon Uses AI to Enhance Thursday Night Football Broadcasts
2 min read
Amazon is bringing exciting new technology to its Thursday Night Football (TNF) broadcasts, thanks to a long-term partnership with the NFL. A key feature this season is “Defensive Alerts,” which uses AI and predictive technology to help viewers follow the game better. The feature tracks defensive players and highlights those most likely to rush the quarterback. Viewers will see a red orb around these players, making it easier to spot potential blitzes.
Overview of Amazon’s partnership with the NFL for Thursday Night Football (TNF)
Former NFL cornerback Richard Sherman, now a TNF analyst, shared his excitement about the feature: “It really gives fans insight into who might rush the quarterback, changing the way they watch the game.”
This feature was tested last year on Amazon’s alternate TNF streams and is now part of the main broadcast, starting with the Miami vs. Buffalo game.
Amazon is also introducing other tech-focused features in its Prime Vision with Next Gen Stats alternate stream, which viewers can access through Amazon.com, Fire TV, or the Prime Video app. Some of the new additions include “Pressure Alert,” highlighting defensive players in a position to disrupt a play, and “Coverage ID,” which reveals defensive schemes before the snap. Another standout feature is “Defensive Vulnerability,” showing areas on the field where the offense should aim to attack.
Kirk Herbstreit, another TNF commentator, said, “The Defensive Vulnerability feature will show exactly where the offense should exploit mismatches.”
Amazon continues to take a careful approach in adding these tech tools to the main TNF feed, knowing that not every fan wants an overload of analytics while watching.
This season, Amazon is set to stream its first NFL playoff game, offering a Wild Card matchup, and will also broadcast a game on Black Friday, just like last year. The company has previously integrated shopping features during game broadcasts, hinting at the future of live sports advertising.
Amazon’s $100 million deal to stream TNF is part of the company’s growing sports catalog, which will expand to include NBA games in 2025. As more people drop traditional cable for streaming, tech companies like Amazon are increasingly inking deals with sports leagues to draw more viewers. For Amazon, this boosts Prime memberships and opens up advertising opportunities, one of its most profitable ventures.
