Amazon will broadcast live Premier League matches and weekly highlights packages in the United Kingdom from the 2019-20 season, the tech giant has confirmed, while English top-flight clubs have agreed for any reform of broadcast revenue distribution to take league position into account.
The upshot for football fans is that there will now be three places to watch live Premier League football from the 2019/20 season, so how much is that going to cost you?
In a statement, Amazon said: "This will be the first time a full round of Premier League fixtures will be broadcast live in the UK".
The rights include one round of midweek games and one round on a bank holiday in December.
The agreement gives Amazon a package of 20 matches per season from the league.
That means from August next year, BT will be showing 52 live games per season with Sky Sports broadcasting 128 matches.
Amazon will livestream the matches on its Prime Video service, which also includes U.S. Open tennis, ATP World Tour Tennis events and National Football League games, at no extra cost to existing members.
Amazon is not the only tech company hungry for live sports. BT has also joined the fray in recent years and, with Sky, had already sealed deals for the majority of the EPL games between 2019 and 2022.
He cautioned that "Amazon's current business model is unsustainable to support the acquisition of costly live sports rights in the long term" and predicted that Amazon will introduce a new sports channel bundle for Prime subscribers.
However, analysts said they probably did not sell in February because they did not achieve the reserve price set by the Premier League.
The bix six clubs - Arsenal, Chelsea, Liverpool, Manchester City, Manchester United and Tottenham - managed to get the necessary 14 votes out of the 20 to agree that from 2019/20, any increase in the current global rights package, will be distributed according to league position and not equally distributed between all 20 clubs as it has been up to now.
Prime membership now costs $12.99 a month, after going up by $2 in January.
The Premier League had introduced two new packages of live fixtures that included matches played simultaneously which would particularly appeal to an online streaming group.
"With Amazon's rival, this could well be the last time that both BT and Sky own the live Premier League rights in the United Kingdom, with Richard Scudamore keen to attract more online players to the table".
In a separate announcement the Premier League also agreed that there would be a change in the distribution of money gained from the foreign broadcast deal.