Amazon Prime Video secures 12-year exclusive NHL rights deal in Canada

The shift of Wednesday night games to Prime Video marks the definitive end of national mid-week NHL broadcasts on linear television in Canada. By securing a 12-year sublicensing lock, Amazon is replicating its U.S. NFL strategy, using high-stakes live sports to stabilize churn and drive Prime renewals in a saturated market. For Rogers, offloading mid-week inventory provides a significant capital injection while it focuses on the high-value Saturday night franchise. This deal underscores the transition of live sports from a broadcast staple to a premium streaming upsell, effectively marginalizing traditional cable and free-to-air models. Watch for Amazon to leverage its whip-around "NHL Coast to Coast" studio show to replicate the NFL's RedZone engagement model.

The Amazon-Rogers deal follows the significant dissolution of the 74-year partnership between Rogers and the CBC. Per CBC News in June 2026, the public broadcaster will no longer air National Hockey League games after the 2025-26 season, marking the end of the iconic "Hockey Night in Canada" broadcasts on the network. While the CBC will maintain ownership of the "Hockey Night in Canada" trademark, the Saturday night telecasts will move exclusively to Rogers-owned Sportsnet and digital platforms. This move, combined with the Amazon sublicensing deal, effectively ends the era of nationally broadcast NHL hockey on free-to-air television in Canada. Strategically, Rogers has been consolidating its grip on the Canadian sports landscape. According to Dow Jones Newswires in July 2026, Rogers recently announced a 4.35 billion Canadian dollar (US$3.08 billion) buyout of the remaining 25% stake in Maple Leaf Sports & Entertainment (MLSE) from Kilmer Sports. This transaction grants Rogers total control over the Toronto Maple Leafs (NHL) and Toronto Raptors (NBA), fueling its ability to package content across its own Sportsnet+ streaming service and sublicensing allies like Amazon. Amazon’s expansion into the NHL aligns with its broader $3.8 billion annual global sports spend. As reported by Media Play News in July 2026, the tech giant has rapidly accumulated rights for the NFL, NBA, WNBA, and NASCAR. In Canada, Amazon previously tested the hockey market with "Prime Monday Night Hockey" and the "NHL Coast to Coast" whip-around show. By securing a 12-year commitment, Amazon ensures it will be a cornerstone of the Canadian media ecosystem for the next decade, utilizing the NHL's massive domestic footprint to drive its broader retail and advertising business. As cable bundle decline continues to accelerate, Amazon's aggressive sports acquisition strategy positions it to capture the audience migrating away from traditional pay-TV.