The news: Amazon closed its second annual Upfronts with “significant growth” across independent agencies and holding companies, per Adweek. An Amazon spokesperson cited excitement surrounding live sports offerings on Prime Video as a key driver of growth, with its sports portfolio now encompassing the NBA, WNBA, Thursday Night Football, and the NASCAR Cup Series.

Sports streaming shows potential: Sports are increasingly a major driver of ad growth for streaming services—and for good reason.

• Streaming ads for sports events like NFL games are 66% more effective than the cable and broadcast average, and Amazon is reaping the benefits. Ads on Prime Video’s Black Friday matchup game were 51% more effective than the average Thanksgiving NFL ad, per EDO.
• Sports ads overall show massive potential: Women’s sports ads, like those available through Amazon’s WNBA ad inventory, drive 40% more engagement than the average primetime TV ad.