How FanDuel and Amazon's partnership is shaping the future of betting
In October 2025, FanDuel became the first official sponsor of NBA broadcasts on Amazon Prime, and this partnership goes far beyond traditional advertising. One of the key innovations is the use of AI to personalise betting and improve the user experience during live broadcasts. That is a new stage in the integration of betting into digital sports media.
According to FanDuel’s president of sports, Mike Ruffensperger, Amazon was chosen because of the companies’ shared values: technological expertise and a focus on quality user experience. ‘Amazon has proven that it knows how to broadcast sports. We see strategic value in this partnership and are investing in it at a significant level,’ he said.
The beginning of the partnership
Since February 2025, FanDuel Sports Network has been offering live broadcasts of local teams’ matches through an additional subscription to Amazon Prime Video. Eric Ratschman, president of parent company Main Street Sports Group, noted at the time that the collaboration with Amazon opens up new opportunities for viewers and highlights the role of distributors in the development of sports broadcasting. FanDuel CEO Amy Howe called the launch an essential step in expanding the brand’s presence in sports betting.
The FanDuel Sports Network subscription includes broadcasts of more than 30 NBA, NHL and MLB teams, available through 16 regional networks. Content is available not only on Prime Video, but also via cable, satellite platforms, vMVPD services, and the FanDuel mobile app. The subscription model strengthens FanDuel’s digital presence and aligns with the company’s desire for local engagement with its audience.
The first AI feature for a national broadcaster
A key element of the integration is Odds View mode, a graphical interface that displays current odds and allows users to synchronise the broadcast with their FanDuel account. That was the first time a national broadcaster has implemented such a feature during a live broadcast.
Amazon and FanDuel have integrated an AI module that analyses the game and offers dynamic bets in real time. The system takes into account match statistics, user behaviour and historical data to generate the most relevant offers, from live bets to special bets and predictions.
Viewers can activate a special interface that displays current odds and bet status directly on the broadcast screen. Users authorised through their FanDuel account get access to personalised data without switching between apps and screens.
In an interview with Digiday, Raffensperger emphasised that such interactive elements increase viewer engagement and viewing time, as well as stimulate activity on the FanDuel platform. These are goals that every operator strives for.
Media campaign with Horizon
To support the deal, FanDuel is launching a large-scale media campaign with Horizon, including outdoor advertising, social media, podcasts, and working with influencers such as Rob Gronkowski and Bill Simmons.
Despite a slight decline in interest in the NBA last year, FanDuel remains optimistic, noting that new partnerships with Amazon, NBC, and ESPN could revive interest in the league. The company is also investing in the development of the WNBA women’s league, collaborating with the Indiana Fever club and the league itself, especially during the summer when women’s basketball becomes one of the most popular sports on the platform.
The future of sports streaming
As Raffensperger noted, the interaction between mobile devices and televisions illustrates the future of sports viewing. AI makes broadcasts not only interactive but also personalised, increasing engagement and viewing time.
According to the companies, users who interact with AI tools watch broadcasts longer and place bets more often, which is beneficial for both FanDuel and Amazon. Thus, global players continue to strengthen their positions in the sports industry by offering new formats for interacting with audiences and expanding the boundaries of digital betting.
This article was first published in Russian on 14 November 2025.
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