Amazon Ads has reported a significant surge in demand for UEFA Champions League advertising on Prime Video. This increase is driven by an amplified interest from advertisers across various sectors, including automotive, financial services, lifestyle, and travel.
Several brands such as BYD, Dacia, McDonald’s and the People’s Postcode Lottery have seized this opportunity and are currently running campaigns. Interestingly enough, over half of these advertisers do not sell products on Amazon but still choose to advertise during the first half of the 2025/26 competition on Prime Video. Based on a study conducted by Amazon Ads, which analyzed 10 UEFA Champions League advertising campaigns, there was a notable increase in several key metrics. The study revealed an average surge of 20% in brand favourability, a 14% rise in brand familiarity, and a significant 21% boost in purchase consideration.
These figures were derived from comparing audiences exposed to advertising campaigns against an unexposed control group. The results clearly indicate that these ads significantly boost brand recognition and consumer purchasing decisions.
Phil Christer, UK MD Amazon Ads, said:
“Adding interactivity has been instrumental in driving advertiser interest as these new ad formats bring fans and brands closer together. Brands across all categories are coming to us because we can connect their upper funnel streaming TV campaigns to meaningful lower funnel business outcomes—whether that customer journey ends in our store or not. From car manufacturers promoting test drives for their latest models to financial services companies driving sign-ups to their latest products, brands can now engage customers through their TV like never before.”
Extended broadcasting rights
Prime Video recently secured a new four-year extension to broadcast UEFA Champions League matches until the end of the 2030/31 season. This move follows last year's debut season in the UK and Ireland which became Europe's most-watched sports competition on Prime Video. Amazon Ads introduced interactive ad capabilities to Prime Video in Europe back in October 2025. These innovative features allow viewers to use their remote controls to receive emails or push notifications with more information about a product or service being advertised.
Advertisers leveraging these interactive video ads have witnessed remarkable outcomes. There has been a substantial surge in total purchases, with an increase of up to 50%. Additionally, there's been a significant rise in new-to-brand purchases, escalating by as much as 37%. Most impressively, the overall sales growth rate has soared to reach up to 40%. These impressive results underscore the effectiveness and potential of interactive video ads on Prime Video. These figures were obtained by comparing streaming TV ad campaigns with interactive functionality against those without.
The positive metrics reported by Amazon Ads demonstrate the effectiveness of advertising during UEFA Champions League matches on Prime Video. The platform's innovative interactive ads have proven to be a game-changer, attracting new advertisers and significantly boosting brand favourability, familiarity, and purchase consideration. As sports fans continue to flock to Prime Video for their football fix, it seems that this trend is set to continue.
