MILWAUKEE – Amazon has put itself in a position to complete another expansion of its regional sports streaming efforts, which would directly impact coverage of the Milwaukee Bucks.
According to a report in the New York Post on Thursday, the online retail giant is close to reaching an agreement with Diamond Sports Group to stream most of the content of parent company Bally Sports, which includes the Bucks.
The new offering could launch next month when the NHL and NBA seasons begin. Fans would likely pay around $20 per month to watch on Amazon’s streaming service.
The price is comparable to what Milwaukee fans already pay for the Bally Sports+ app, which is the only way for fans without a cable or satellite package to stream Bucks games. Amazon’s offering could be an alternative to the Bally Sports+ app, which is regularly criticized by local consumers unhappy with its functionality.
In August, Amazon made headlines when it pulled out of an agreement to invest in Diamond Sports, the company that operates Bally Sports broadcasts, making it seem as though the e-commerce giant would play no role in Diamond’s ongoing attempt to emerge from bankruptcy. Diamond has been in bankruptcy since March 2023.
To emerge from Chapter 11 bankruptcy, Diamond needs to prove its financial sustainability, and a deal with Amazon would be an important step in that direction. Diamond argues that it can significantly increase its subscriber base through the deal with Amazon.
Additionally, this deal would be non-exclusive, meaning Diamond could sign deals with other platforms. The Bally Sports app could also remain in its current form, so the deal would serve as a second streaming option at a similar price.
Bucks games that aren’t already nationally televised would air on Amazon, as they are now with the Bally app. Likewise, Milwaukee fans wouldn’t be able to watch games outside of their market featuring the other teams included in the potential deal – Atlanta Hawks, Charlotte Hornets, Cleveland Cavaliers, Detroit Pistons, Indiana Pacers, Los Angeles Clippers, Memphis Grizzlies, Miami Heat, Minnesota Timberwolves, Oklahoma City Thunder and the San Antonio Spurs – but they would be able to access those games through NBA League Pass.
Diamond’s junior creditors, including Prudential and Fidelity, are expected to invest in Diamond Sports Group and take over the company when it emerges from bankruptcy. The New York Post also suggested that a name change of Bally’s could also be under discussion, as FanDuel is rumored to be interested in the naming rights.
