Amazon Takes to Super Bowl to Offer a Peek at ‘Thursday Night Football’ Future

variety.com:

Brian Steinberg Senior TV EditorAmazon wants to take some time out of NBC’s Super Bowl telecast to remind viewers to watch its new Thursday-night stream-casts next season without the use of linear TV.The e-commerce giant will unveil during Super Bowl LVI a new logo for the mid-week NFL games to which it will have exclusive rights starting next season, and hopes viewers will recognize some hallmarks of the game – and some signals about the future of it.

The new logo will debut in a Super Bowl ad crafted with independent agency Wieden + Kennedy.The animated blue shield Amazon has created to represent “Thursday Night Football” uses elements of the shape of an old pigskin as well as Amazon’s signature “smile” logo, and should become a familiar symbol to football fans next season as the company threads the insignia through various aspects of production.

Amazon secured rights to “Thursday Night Football” last year as part of an 11-year deal with the National Football League.“As we move through time, we will start to have fun with it,” says Marc Patrick, Amazon’s global head of sports marketing, in an interview. “It’s very dynamic and it does a lot of things.” Amazon intends the shield’s motion and typeface to represent its interest in breaking boundaries and in  redefining how people watch sports.

The company already lets fans watch bespoke broadcasts with different announcers and use their Amazon Fire remotes to gain access to statistics.