Amazon Prime Video is stepping into the world of professional wrestling with a new multi-year deal with All Elite Wrestling (AEW). The partnership, announced today, will see the streaming service carry AEW's pay-per-view events in the US, Canada, and the UK, starting with AEW Revolution this weekend.

The deal marks a significant expansion of Amazon Prime Video's sports content, which already includes Thursday Night Football. However, unlike the NFL partnership, AEW events will not be included with a standard Prime subscription. Instead, fans will need to pay for each individual event, with AEW Revolution priced at $49.99.

For AEW, the partnership represents a branching out from its longtime partnership with Warner Bros. Discovery. While AEW's weekly shows, Dynamite and Collision, are simulcast on WBD's Max service, the wrestling company has maintained control over its live, marquee events. This approach differs from WWE's strategy, which offers premium live events like WrestleMania as part of its Peacock subscription.

AEW has previously streamed its pay-per-views through a variety of services, including Bleacher Report, TrillerTV, YouTube, and traditional cable and satellite providers. While Max now offers a convenient archive of past AEW events, fans still need to pay for live access to the company's biggest shows.

The partnership with Amazon Prime Video provides AEW with a new avenue for reaching fans, particularly those who may not have access to traditional cable or satellite providers. It also underscores Amazon's continued efforts to expand its sports content offerings, which have become an increasingly important part of its streaming strategy.

As the streaming landscape continues to evolve, the AEW-Amazon Prime Video deal highlights the growing importance of niche content and targeted partnerships. With the rise of specialized streaming services, companies like Amazon are recognizing the value of catering to specific audiences and interests.

For wrestling fans, the deal offers a new way to access AEW's live events, and potentially signals further expansion of the company's streaming presence. As the partnership unfolds, it will be worth watching how Amazon Prime Video and AEW work together to deliver a compelling viewing experience and attract new fans to the world of professional wrestling.