Prime Video is making the day after Thanksgiving about live sports as much as shopping. Amazon’s streamer has added golf’s revived Skins Game to a Black Friday slate that now spans roughly 15 hours, beginning with a 9 a.m. ET tee-off.
A three-league live block
The Skins Game opens a schedule that moves across three sports properties. At 3 p.m. ET, the Philadelphia Eagles face the Chicago Bears in an NFL game. Prime Video then airs an NBA doubleheader from the in-season Emirates NBA Cup: the Miami Heat against the New York Knicks, followed by the Los Angeles Lakers versus the San Antonio Spurs.
- 9 a.m. ET: The Skins Game, $4 million purse, Atlantic Fields Club, Hobe Sound, FL.
- 3 p.m. ET: Philadelphia Eagles at Chicago Bears.
- NBA doubleheader: Miami Heat vs. New York Knicks and L.A. Lakers vs. San Antonio Spurs.
A simpler purse builds on screen
The four-man field includes Wyndham Clark, Brooks Koepka, Justin Thomas and PGA Tour rookie Jackson Koivun. Each hole carries a dollar value, and tied holes roll over to raise the stakes. This year, the event returns to the original format: every player starts at zero dollars, so the growing purse stays visible hole by hole.
The Skins Game originated in 1983 as an annual made-for-TV Thanksgiving weekend contest featuring Jack Nicklaus, Arnold Palmer and Tiger Woods, and Prime Video revived it last year. Farmers Insurance sponsors the event. Pro Shop Studios and Propagate Content develop and produce it, while Excel Sports Management organises play and PGA Tour Studios handles broadcast production. CBS Sports broadcasters Andrew Catalon and Colt Knost return on air, with Dan Rapaport providing on-course commentary.
“The response to last year’s re-launch showed us how much The Skins Game still resonates with golf fans, while also proving there’s an opportunity to keep making it feel fresh for a new generation,” said Chad Mumm, Co-Founder and President of Pro Shop.
Why this matters for streaming buyers
For media planners and entertainment marketers, Black Friday now has a full-day live sports anchor on one platform. The morning golf window reaches an older, affluent audience; the NFL game delivers mass reach in the afternoon; the NBA doubleheader extends the block into the evening. That is a rare multi-demo live programming stack on a day when consumer attention and purchase intent are already high.
The Skins Game format is also built for clear stakes. Because tied holes roll over and every player starts at zero, the purse changes in comprehensible increments, which helps retain viewers across a longer telecast.
What to watch next
Prime Video is positioning the Skins Game as a golf calendar moment, with Propagate Content’s Ben Silverman calling Atlantic Fields “an incredible new stage” for the hole-by-hole drama. If the 15-hour block works, expect more made-for-streaming sports to be scheduled around commerce events rather than only traditional sports weekends. That would shift how platforms think about programming around shopping moments.
Source: Deadline
