Amazon Ads has reported a significant increase in demand for UEFA Champions League advertising on Prime Video, driven by rising interest from advertisers across the automotive, financial services, lifestyle, and travel sectors.
Brands including BYD, Dacia, McDonald’s and the People’s Postcode Lottery are now running campaigns.
Notably, more than half of advertisers on Prime Video during the first half of the 2025/26 competition were not selling products on Amazon.
Early results show that exposure through campaigns around the football tournament is benefiting brands.
Brand lift studies from 10 advertiser campaigns show an average 20% lift in brand favorability, 14% lift in brand familiarity, 21% lift in purchase consideration when comparing an audience exposed to advertising campaigns against an unexposed control group.
New formats and measurement
In October 2025, Amazon Ads introduced interactive ad capabilities to Prime Video in Europe.
The results spoke for themselves, with advertisers in Europe using this feature seeing strong lower-funnel impact in their campaigns, including a 50% increase in total purchases, a 37% increase in new-to-brand purchases, and a 40% increase in total sales, when comparing streaming TV ad campaigns with interactive functionality vs those without.
This innovation has continued to attract advertisers, as the feature enables viewers to use their remote to receive an email or push notification on their phone with additional information about a product or service.
Phil Christer, UK MD, Amazon Ads, said: “Adding interactivity has been instrumental in driving advertiser interest as these new ad formats bring fans and brands closer together.”
Amazon Ads has also introduced a third-party measurement offering for 2025/26, which includes brand lift studies from Dynata, attention studies from Lumen, reach and frequency studies from Audience Project, and creative sentiment analysis from Latitude.
Christer added: “We are focused on delivering impact for our advertisers, and our new partnerships with third-party measurement providers, combined with Amazon Ads measurement solutions, mean we’re able to help advertisers understand how their campaigns performed against any objective, whether that be raising brand awareness, consideration, or conversion.”
This, along with audience-based creatives and access to some of the season’s most highly anticipated fixtures, such as Chelsea vs Barcelona and Liverpool vs Real Madrid, has contributed to increased demand.
Prime Video has just signed a new four-year extension to broadcast UEFA Champions League matches through to 2030/31.
The 2024/5 season in the UK and Ireland became the most-watched sports competition ever on Prime Video in Europe.
