The upfront season is about to tip off, and Amazon has some new offerings checking into the game.

Last year marked Amazon’s first time entering upfront week, shaking up pricing while bringing its Prime Video ad tier to advertisers. Now, the company is coming to the 2025-2026 upfront season with a multisport approach, Danielle Carney, head of live sports and video sales for Amazon Ads, told ADWEEK.

Among its 2025 sports programming, Prime Video will launch the NBA globally, showcase its Nascar Cup Series coverage, and continue its live tentpole coverage for the NFL, WNBA, and NWSL. In addition, the company’s portfolio of global sports offerings includes the NHL (Canada), UEFA Champions League (Italy, Germany, Ireland, U.K.), and tennis’ Roland Garros (France) and Wimbledon (Austria, Germany).

Regarding the upcoming upfront, the company is already “kicking off all those conversations with marketing partners” and gaining “traction and interest,” Carney told ADWEEK. With those talks already underway, Carney previewed Amazon’s upfront playbook for its new offerings.

At ADWEEK’s Mediaweek event in 2024, Carney shared that Amazon would have an NBA Black Friday game once its new 11-year rights kick in for 2025. Now, the Amazon executive revealed that the company will have an NFL game lead into an NBA doubleheader on Black Friday.