Story
Rogers Communications Shares Surge on 12-Year NHL Sublicensing Deal with Amazon
Summary
Rogers Communications stock jumped over 5% after the company announced a long-term agreement to sublicense its exclusive Canadian broadcast rights for Wednesday night NHL games to Amazon's Prime Video.
Shares of Rogers Communications (TSX: RCI.B) surged 5.1% in afternoon trading on Tuesday after the company announced a landmark sublicensing agreement with Amazon's Prime Video for National Hockey League games.
The Amazon Partnership
In a press release issued during market hours, Rogers and Amazon confirmed a 12-year deal granting Prime Video exclusive Canadian rights to broadcast national NHL games on Wednesday nights. The agreement is set to begin with the 2026-2027 season.
Key terms of the sublicensing arrangement include:
- Exclusive English and French broadcast rights for at least 26 national regular-season games annually on Wednesdays.
- Exclusive rights to select Stanley Cup Playoff series, including two first-round series and one second-round matchup each year.
The deal allows Rogers to monetize its extensive sports media rights portfolio while preserving its core broadcast assets. The company's Sportsnet network will retain exclusive English-language rights to over 500 national NHL games per season, including the majority of playoff games.
AdMarket Reaction and Strategy
Investors reacted positively to the news, viewing it as a tangible step by Rogers to generate new revenue streams from its premium sports content. The move aligns with analyst expectations that monetizing its sports rights could serve as a significant catalyst for the stock.
"Our partnership with Prime Video builds on the strong foundation we have established together and reinforces NHL hockey as the most valuable sports content in Canada," said Rogers CEO Tony Staffieri in the announcement. The agreement is part of Rogers' broader 12-year national media rights renewal with the NHL, which extends through the 2037-38 season.
Financial Context
The announcement provided a company-specific driver for the stock on a day of mixed performance for broader North American markets. It follows Rogers' recent Q2 2026 earnings report on July 22, where the company reported an 8% rise in total revenue and reaffirmed its full-year guidance, including projected free cash flow of $4.1–$4.3 billion.
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