Story
Rogers Stock Jumps 5% on 12-Year NHL Sublicensing Deal with Prime Video
Summary
Rogers Communications shares surged after the company announced a 12-year agreement to sublicense a package of its Canadian NHL broadcast rights, including Wednesday night games, to Amazon's Prime Video.
Shares of Rogers Communications Inc. (TSX:RCI.A, NYSE:RCI) rose sharply on Tuesday after the Canadian media and telecommunications company announced a significant 12-year sublicensing agreement with Amazon's Prime Video for National Hockey League games in Canada.
Details of the Agreement
The deal grants Prime Video exclusive Canadian rights to broadcast all national NHL regular-season games on Wednesday nights, beginning with the 2026-2027 season. The broadcasts will be available in both English and French to Prime members in Canada at no additional cost.
Under the terms of the sublicense, Prime Video will also gain exclusive rights to a portion of the Stanley Cup Playoffs. This includes:
- At least 26 national regular-season NHL games per season.
- Two First Round playoff series per year.
- One Second Round playoff series per year.
Market Reaction and Strategic Context
AdInvestors responded positively to the announcement, with Rogers' TSX-listed Class A shares (RCI.A) climbing by 5% in trading. The deal is viewed as a strategic move for Rogers to monetize a portion of its extensive media rights, creating a new, long-term revenue stream while sharing the significant costs associated with broadcasting the league.
"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 Tony Staffieri, President and CEO of Rogers, in a statement. The agreement leverages Rogers' own 12-year national media rights deal with the NHL, which runs from the 2026-27 through the 2037-38 seasons.
Shifting Media Landscape
While Prime Video secures a key weekly broadcast, Rogers' own sports media brand, Sportsnet, retains a substantial portfolio of NHL content. The company confirmed it will continue to hold exclusive English-language rights to more than 500 national NHL games per season.
This includes marquee broadcasts on Monday and Saturday nights, as well as the majority of the Stanley Cup Playoffs, excluding the specific series sublicensed to Prime Video. The partnership underscores the evolving media landscape, where traditional broadcasters and major streaming services are increasingly collaborating to maximize the value and reach of premium live sports.
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