Wednesday Night Hockey Moves to Prime Video Under 12-Year Rogers Sublicence
Rogers and Prime Video announced a 12-year sublicence for NHL rights, making Prime Video the exclusive home of Wednesday Night Hockey and early playoffs.
Wednesday Night Hockey will air on Prime Video in Canada after Rogers and the streaming service struck a 12-year sublicencing agreement that shifts the midweek marquee NHL showcase to the platform. The deal, which begins with the upcoming season, designates Prime Video as the exclusive home of at least 26 regular-season Wednesday Night Hockey broadcasts each year. It also grants Prime Video rights to selected early-round Stanley Cup Playoff series, expanding the streaming service’s role in Canadian hockey coverage.
Deal Details and Duration
Rogers confirmed the agreement runs for 12 years and will deliver a minimum slate of 26 regular-season Wednesday Night Hockey games annually. Under the terms, Prime Video will carry two first-round playoff series and one second-round series each season, ensuring the platform carries both regular-season and early postseason content. The arrangement retains Rogers’ broader NHL rights while carving out a significant block of marquee midweek and playoff programming for Prime Video.
Scheduling and First Broadcast
Prime Video’s inaugural Wednesday Night Hockey telecast is scheduled for Sept. 30, marking the start of the platform’s regular-season broadcasts under the new sublicence. The package is structured around midweek prime-time windows designed to attract national audiences and advertisers alike. By anchoring a consistent weekly slot, Prime Video aims to build appointment viewing for hockey fans across Canada.
Language Options and Coverage
The broadcasts will be available in both English and French, ensuring coverage for Canada’s bilingual audience and regional markets. Rogers and Prime Video said they will produce feeds in both official languages to mirror the reach of existing national NHL coverage. The bilingual approach is positioned to maintain accessibility for francophone viewers while supporting national advertising and distribution strategies.
Statements from Rogers and the NHL
Tony Staffieri, president and CEO of Rogers, described the arrangement as a continuation of an existing partnership with Prime Video that reinforces NHL content as a core asset in Canada. In a joint release, Staffieri said the deal builds on a “strong foundation” between the companies and emphasizes the value of NHL programming to Canadian broadcasters. NHL commissioner Gary Bettman welcomed the deeper collaboration between the league, Prime Video and Rogers, saying the long-term agreement reflects a commitment to serving English- and French-language hockey fans across the country.
Implications for Broadcasters and Viewers
The sublicence shifts a high-profile portion of national NHL inventory to a global streaming service, reflecting broader industry trends toward digital distribution of live sports. For Rogers, the deal preserves its primary national rights while leveraging Prime Video’s platform to broaden reach and engagement. For viewers, the change will mean tuning into Prime Video for weekly Wednesday Night Hockey games and certain playoff matchups rather than the traditional linear channels that previously carried the package.
Commercial and Strategic Considerations
Placing Wednesday Night Hockey on Prime Video aligns with a strategy to monetize marquee matchups through streaming subscriptions and advertising tied to digital viewership. The move may also influence how rights holders negotiate future packages, with streaming platforms increasingly vying for high-value live-event inventory. Advertisers and regional broadcasters will be watching how audience migration to Prime Video affects ratings, sponsorship value and local telecast arrangements.
The partnership expands Prime Video’s presence in Canada’s live sports market while allowing Rogers to concentrate other NHL assets across its platforms. Both companies emphasized the long-term nature of the agreement as a way to deliver stable, premium hockey content to Canadian audiences.
The shift of Wednesday Night Hockey to Prime Video represents a notable change in the distribution of national NHL games in Canada, combining a long-term sublicence with bilingual coverage and a mix of regular-season and early-playoff programming that starts with the Sept. 30 broadcast.
