In a new chapter of a three year saga, the Ligue 1 awarded eight weekly games to Amazon for the 2021-24 seasons at a rock bottom price of €250 million per year, while Canal+ is left paying €330 million for only two fixtures per week.
Amazon makes a qualitative leap to become the lead broadcaster of a top domestic sport for the first time, probably reflecting more opportunism than a strategic shift.
Canal+ is asking courts to cancel the auction. Based on precedents, we expect the shift to undermine the total market for sport subscriptions.