Prime Video is ready to make a big push in Latin America, and in Mexico, it has found one of its most powerful assets: the Mexican National Team. Amazon is planning an investment of more than $2 billion between 2027 and 2030 to boost original productions, acquire content, and, above all, strengthen its presence in the sports market in countries such as Mexico, Brazil, Argentina, Colombia, and Chile.
The strategy represents a major shift for the platform. Prime Video no longer wants to be seen solely as a place to sit back and watch TV shows and movies; it now aims to become a go-to destination for those who enjoy live sports. The big move in Mexico will be to become the new home of the national soccer team.
Prime Video will broadcast 38 matches featuring the Tricolor
The agreement includes the live broadcast of 38 home matches by the Mexican National Team over four years, with this new phase set to begin on September 26. This is no small matter. The Tricolor is one of the most widely followed teams in Mexico and also has a massive fan base in the United States.
In fact, a significant portion of Mexico’s home matches are played on U.S. soil, where there is a massive market surrounding the national team. For Prime Video, this represents an opportunity to reach millions of viewers who don’t necessarily tune in to the platform solely for its original series.
In addition, the new season will coincide with preparations for the 2030 World Cup, a phase in which Rafael Márquez will also play a leading role within the national team’s sports program.
Soccer Has Already Opened the Door
Prime Video isn’t starting from scratch. The platform already has a presence in Mexican soccer thanks to Chivas, a partnership that allowed it to begin establishing itself among fans looking for live matches. The strategy appears to be paying off. The company reported that more than 20 million households in Latin America watched sporting events on Prime Video in 2026.
And the plan doesn’t stop at soccer. Amazon will also continue to offer more than 200 NBA games per season in Mexico and Brazil. The idea is simple: to feature sports capable of attracting large audiences while also offering local content that keeps users engaged year-round.
More Productions Made in Latin America
The money will also go directly toward the production of series and movies. Prime Video plans to double its local original productions by 2030 and is planning more than 25 new titles for 2027 across its five priority markets. In Mexico, highlights include projects such as the second season of *La Oficina*, the ninth season of *LOL: México*, and *El Juicio*, a thriller starring Eugenio Derbez and Pedro Alonso.
Other countries will also have their own projects, with productions such as *Apolos* and *La Corona* in Colombia, *Catedrales* and *La Señora* in Chile, as well as new projects in Argentina and Brazil.
The strategy makes one thing quite clear: Amazon wants to produce stories tailored for Latin America and not just import content from the United States.
Prime Video Wants to Change the Rules
The platform also plans to offer programs to train talent in production and post-production, as well as expand its options for renting and purchasing movies and subscriptions to third-party services in new markets. But in Mexico, soccer could be the piece that ultimately changes everything. With the Tricolor as one of its main draws, Prime Video will have the opportunity to turn every match into a gateway to its series, movies, documentaries, and other sports.
In short, Amazon wants people, when they’re thinking about what to watch, to not only ask which series just premiered. It also wants them to think: “Where is Mexico playing?”
