ATP and ATP Media have secured two new deals with Amazon Prime to stream live and on-demand tennis on the platform in the UK and the Republic of Ireland, as well as allowing access to Tennis TV for Amazon users in the US from 2019.

There will be 37 ATP World Tour events shown live exclusively – apart from Tennis TV – on Amazon in the UK and Ireland between 2019 and 2023, including all of the ATP World Tour Masters 1000s, and 12 of each of the 500s and 250s, and the Next Gen ATP Finals.

Amazon will also become the official Pay TV partner to the ATP Finals in London’s O2, the Queen’s Club Championships, and the Eastbourne International, with the latter two starting in 2018. In addition to live coverage, Prime members will have on-demand access to completed matches, highlights, tournament review shows, press conferences, and additional original content.

This deal strengthens the partnership between Amazon and the ATP, which has been growing for quite some time. The platform was the streaming service of choice to show the Next Gen ATP Finals this year, and will do so again until the end of 2018 under the current deal. And Amazon streamed the Next Gen ATP Finals matches at the men’s 21-and-under event, too.

After winning the rights to simulcast the NFL’s Thursday night game, Amazon is clearly keen to add more sport onto its platform, but the ability to watch full live matches, press conferences and other on-demand video is interesting as it gives the content a relevancy beyond the live event and speaks to the watch-when-you-want spirit of the platform. The sport itself, however, gets the opportunity to be in front of millions of subscribers in the UK, Ireland and indeed the US, but the on-demand rights means their content can be consumed at any time.

Chris Kermode, ATP Executive Chairman & President, said, “We’re thrilled to work with Amazon across these two agreements, including a landmark U.K. rights deal from 2019, as it marks a pivotal moment in our sport. Our agreement with Amazon allows us to open up a digital space that is only becoming increasingly important in the world of sport & entertainment.”

Mark Webster, CEO ATP Media commented, “To be able to bring a household name and global brand such as Amazon to the world of tennis is hugely exciting and the move from traditional linear TV to an OTT offering shows tennis remains at the cutting-edge of global sports media.”

“Our goal is to deliver compelling content to Prime members,” said Jim DeLorenzo, Head of Sports, Amazon Video. “We are excited to bring our customers in the U.S., U.K., and Ireland more tennis with the ATP World Tour and Tennis TV.”

Stuart Watts, COO ATP Media, added, “The U.K. deal is a first in the U.K. for sports broadcasting on this scale and we are delighted to work with Amazon to provide more coverage than ever of the very best of the ATP World Tour. The synergies between a global brand such as Amazon, the ATP and ATP Media are clear for all to see, making this an exciting development for us.”