JC Penney sponsors ‘Thursday Evening Soccer’ postgame present on Amazon Prime Video

Amazon didn’t instantly touch upon the sponsorship turnover, however in a press release to Advert Age it described “Thursday Evening Soccer” advert gross sales as producing “excessive demand resulting in a powerful upfront leading to larger promote by.” It mentioned it obtained sturdy curiosity from classes reminiscent of monetary companies, eating places, auto, and insurance coverage—all conventional NFL advertisers—whereas “driving new advertisers to NFL programming from classes like grocery and private care.”

New consumers embody Hyundai, which purchased unique automotive advert rights for the third quarter of video games.

“Advertisers proceed to have a excessive demand for NFL programming, and the energy of the 2023 TNF sport schedule resulted in an outsized curiosity from media consumers,” Amazon said to Advert Age. “TNF is delivering a youthful viewers that NFL advertisers aren’t reaching with different broadcast companions.”

New Black Friday alternatives

One necessary new addition this 12 months is Amazon’s Prime’s Black Friday sport, a brand new scheduling method for the NFL, which this season has the Dolphins taking part in on the Jets at 3 p.m. ET on Nov. 24, the day after Thanksgiving. 

Prime will make the sport obtainable without spending a dime—versus the remainder of its slate, which is barely obtainable to Prime members. The streamer is planning a number of particular advert alternatives, together with “stay” commercials that advertisers can use to “promote particular offers, spotlight new merchandise, and showcase the very best items of the vacation season,” in line with Amazon. The corporate can also be promoting branded content material alternatives geared toward “showcasing how followers and/or expertise are making new Black Friday traditions, and the way a model helps to carry that custom to life.”

Moreover, Amazon mentioned it’s “working with advertisers to advertise in-broadcast unique Black Friday offers on Amazon.” 

These alternatives on one of many largest purchasing days of the 12 months are possible interesting to a retailer reminiscent of JC Penney—and should assist clarify why it’s making its first-ever sizeable NFL funding with Amazon, moderately than different extra conventional NFL broadcasters.

Current: Nielsen received’t power Amazon knowledge into ‘TNF’ offers this 12 months 

JC Penney has “had its challenges,” Andrews mentioned. So partnering with two giants within the NFL and Amazon will put the retailer “again within the dialog,” he added.