Full pockets and tailored ads: Amazon plants its flag in land of televised rugby | Barry Glendenning


Two untaxing wins meant the corporate behemoth arrived quietly – but the smart money says it’s here to stay

If Amazon Prime Video was hopeful its maiden foray into rugby coverage would be the main talking point of the weekend’s international Test match action, its thunder was unceremoniously stolen mere hours before its first broadcast by Sky Sports. After Sky’s viewers were spoiled by the unprecedented sight of Argentina beating the All Blacks in the Tri-Nations, a laboured Scotland win over Italy and routine England rout of Georgia in our own comparatively mundane autumnal jamboree, the Nations Cup, could never hope to compete.

“Amazon delivers the rugby,” it told us, the pre-match graphic featuring rampaging and hulking household names carrying brown parcels under their arms instead of oval balls. They looked more likely to splinter any recipient’s front door off its hinges than ring the bell and leave the package on the step as social distancing dictates.

Related: Jamie George makes history with hat-trick in England demolition of Georgia

Related: Duhan van der Merwe makes his mark as Scotland fight back to beat Italy

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