Amazon Prime Video Sport was launched to support the platform’s growing sports offering, housing content across football, cricket, rugby, and tennis, alongside flagship properties including All or Nothing and Amazon’s Premier League coverage.

From launch, the strategy focused on building a strong foundation of evergreen content designed to generate long-term discovery and sustained audience engagement. This included editorially led formats such as Pep Guardiola’s best team talks from Manchester City: All or Nothing, which helped establish the channel’s early search and recommendation performance.

As audience behaviour evolved, we identified growing traction around cricket content during The Ashes, particularly following the release of The Test trailer. We responded by shifting publishing strategy toward key sporting moments and culturally relevant conversations, allowing the channel to scale alongside the live sports calendar.

The channel’s content strategy balanced evergreen discovery with flagship releases tied to major moments across football, cricket, rugby, and tennis. By aligning premium content launches with audience demand and seasonal sporting peaks, the platform established itself as a destination for sports storytelling on YouTube.

We oversaw channel launch strategy, publishing operations, content optimisation, and audience analysis, using platform insights to continuously refine programming, improve discoverability, and maximise performance across multiple sports audiences.