Amazon is in talks with the Australian Football League to create documentaries around several of the league’s teams.
Newspaper The Age reported the AFL confirmed talks were underway about ‘documentary-style mini-series’. Amazon has invested in several sports documentaries in recent years to create content for its Amazon Prime Video OTT service.
The Age also reported that Amazon has agreed a A$10m ($6.6m) deal to produce the documentaries with Jam TV, a television production company owned by McGuire Media, which is led by Eddie McGuire, president of leading AFL club Collingwood. However, Collingwood has reportedly declined to be involved in the documentaries. McGuire is also television host and commentator on pay-television broadcaster Fox’s AFL coverage.
Amazon is said to want six clubs involved in the project. Those that have expressed interest include Sydney, Richmond, Carlton, West Coast, Gold Coast, GWS, Port Adelaide and Geelong
Speaking to Australian media, journalist Sam McClure, who broke the story of Amazon’s AFL talks, said: “The documentaries are about six figures in each club: the senior coach, the president, the CEO, and three players; a senior player, a player in the middle of their career and a player in the beginning of their career.
“Amazon are also targeting individual stars. They’ve gone after the Sydney Swans because they want the face of that documentary series to be Lance Franklin. They have done the same with the West Coast Eagles and Nic Naitanui and I believe they are having conversations with Richmond and Dustin Martin.”
Last year, AFL executives including chief executive Gillon McLachlan met tech companies in the US.
Update: Story updated on 25 February 2020 to remove line that Fox met the AFL’s executives to express unhappiness about the Amazon deal – it is understood this report was not accurate.