Rogers Extends NHL Rights with Prime Video in 12-Year Sublicensing Deal — Rogers Communications Canada Inc.

Event summary

Rogers and Prime Video signed a 12-year sublicensing agreement for NHL rights in Canada, starting with the 2026-27 season.
Prime Video gains exclusive rights to Wednesday night national NHL games (26+ per year) and select playoff series.
Sportsnet retains over 500 national NHL games annually but loses some playoff exclusivity to Prime Video.
The deal builds on Rogers' existing 12-year NHL media rights agreement (2026-38).
Content will be available at no additional cost to Prime members in Canada.

The big picture

This deal underscores the accelerating shift of premium sports content to streaming platforms, with Rogers leveraging its NHL rights to strengthen partnerships with digital players. The long-term nature of the agreement suggests confidence in the sustainability of this hybrid broadcasting model, even as traditional linear TV faces declining viewership. Prime Video's expansion into live sports further solidifies Amazon's strategy to bundle exclusive content with its subscription services.

What we're watching

Content Differentiation: How Prime Video's integration of NHL content will affect its competitive positioning against traditional broadcasters in Canada.
Subscription Growth: Whether the addition of NHL games will accelerate Prime Video's subscriber growth in Canada.
Advertising Revenue: The pace at which NHL content on Prime Video attracts new advertising spend, particularly from sports-focused brands.