Prime Video Taps Mediapro for Spanish-Language NBA Push

Amazon's Prime Video is partnering with Mediapro to produce dedicated Spanish-language NBA broadcasts for viewers in Latin America and the U.S., a strategic move to capture the Hispanic market as its landmark 11-year deal with the NBA kicks off.

• South of the border: The broadcasts, which go live today, will be managed from Mediapro’s production hub in Mexico City, complete with pre- and post-game shows. The agreement expands on Mediapro's recent deal to handle NBA production in Spain, bringing its total commitment to over 300 games for both regions.

• A 400 million-viewer prize: The deal is the latest salvo in the streaming wars, where live sports have become a key battleground for capturing high-value demographics. This dedicated Spanish-language experience is a direct play for a potential audience of over 400 million viewers.

This partnership provides a clear template for how global streamers will increasingly use hyper-localized content to win specific audiences in the costly battle for live sports rights.

The new feed is a key piece of Prime Video’s debut as the NBA’s newest media partner, a deal set to reshape sports broadcasting. The move also comes as studies increasingly show why it’s 'more critical than ever' for brands to focus on Hispanic consumers.