FanDuel is officially the exclusive odds provider for NBA and WNBA broadcasts on Prime Video. The move further intertwines sports betting with streaming and accelerates the convergence of live sports, real-time data, and viewer personalization.
Through this partnership, Amazon is rolling out two new features for fans opting in: Bet Tracking and OddsView. The integration allows viewers to link their FanDuel accounts to their Prime profiles, enabling real-time tracking of active bets while watching NBA games. Bets update dynamically on screen, showing wins, losses, and progress, giving users a more contextual experience tied directly to the action on the court.
OddsView, a separate immersive overlay, displays a rotating feed of betting odds, spreads, props, moneylines, and in-game probabilities. Available on supported devices, this feature serves more than just hardcore bettors. It’s a new layer of storytelling for Amazon’s broader sports-viewing audience.
“By integrating custom content into Prime Video’s NBA broadcasts, we will enhance the fan viewing experience and connect with new audiences,” said FanDuel President of Sports, Mike Raffensperger.
The partnership also brings Blake Griffin into the fold, not just as an on-air analyst for NBA on Prime, but also as a brand ambassador for FanDuel’s NBA betting vertical. Griffin will appear in FanDuel campaigns, social media content, and live events, further blurring the lines between on-air talent and sportsbook marketing.
Amazon’s growing portfolio of live sports, from Thursday Night Football to its new NBA rights deal, continues to be a proving ground for real-time interactivity and second-screen experiences.
“We’re excited to launch a best-in-class bet tracking experience with FanDuel, as well as a wide-ranging suite of broadcast innovations to enhance Prime Video’s comprehensive NBA offerings,” said Jay Marine, Head of Prime Video U.S. and Global Sports.
It’s worth noting that while Bet Tracking provides viewers with real-time visibility into wagers, it does not enable direct betting through Prime Video. Still, the feature marks a significant step forward in integrating legalised sports betting directly into the streaming experience.
This isn’t happening in a vacuum. ESPN has launched a betting-integrated experience via its new ESPN app, including ESPN BET overlays for users in legalized states. Recently, NBCUniversal has also signed a new ad deal with DraftKings to bring betting integrations across its sports properties.
DraftKings has signed an exclusive, multi-year advertising agreement with NBCUniversal that gives it premium placement across major sports properties, including Super Bowl LX and the 2026 FIFA World Cup. The deal spans NBCU’s entire sports portfolio, from NFL and NBA to Premier League and PGA Tour and includes access to on-air talent and on-site activations. Importantly, it’s a pure media buy, with no affiliate revenue or equity involved, signaling a clear monetization strategy shift from previous deals like PointsBet.
The Streaming Wars Take
The broader shift is clear. Betting content is no longer just a sidebar. It’s becoming a core part of the live sports product, especially on streaming platforms. With Amazon, FanDuel, ESPN, and NBCUniversal all leaning in, the pace of innovation and competition is only accelerating.
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