Duke’s Amazon Deal Is A Big Deal Indeed

SOUTH BEND, IN - FEBRUARY 24: Duke Blue Devils head coach Jon Scheyer in action in the first half of play during a men's college basketball game between the Duke Blue Devils and the Notre Dame Fighting Irish on February 24, 2026 at Purcell Pavilion in South Bend, IN. (Photo by Jeffrey Brown/Icon Sportswire via Getty Images) | Icon Sportswire via Getty Images

When news broke Thursday morning that Duke would have three outstanding games on Amazon, it felt important, but it took a while for the implications to truly sink in.

First, in an era of flux, it helps to lock in Duke’s blue blood status. Why? Well, first of all, and most importantly, money. You saw the ads this spring featuring the Boozer brothers. Those, we’re sure, paid quite well.

The games Duke will have on Prime could pay a lot more. First, there’s the contract itself. The traditional gate (meaning ticket sales) for a game with teams like UConn, Gonzaga, or Michigan, would be in the hundreds of thousands. Once you toss in the broadcast, NIL, and retail revenue, it could be extremely lucrative.

The obvious benefit is the money, much of which will go to the players. Big men this spring were asking upwards of $5 million. The Prime deal will help Duke remain competitive in those bidding wars.

Unlike the Boozer ads we saw during March Madness, which were designed for domestic consumption, the ads for Duke’s Prime games will be international.

Do you remember when Khaman Maluach said that he would stay up late to watch Zion Williamson videos on his phone?

Duke Basketball has been a global presence for some time, but not necessarily with a specific plan. Well, it has that now. And while Maluach was in a refugee camp when he watched Williamson on his phone, young players across North America, South America, Europe, Africa, Asia, and Australia, will see Cameron Williams, Cayden Boozer, Deron Rippey, and Joaquim Boumtje Boumtje on big screens.