Amazon Prime Video has assembled an impressive team of pundits and and a series of documentary films, featuring Patrice Evra, Thierry Henry, Wayne Rooney, Nicola Adams and Sam Warburton to take on Sky Sports, BT Sport and the BBC this winter.
The streaming platform wheeled out the big names at a glitzy launch of its autumn/winter programme and threw down the gauntlet to its competitors.
Prime is investing heavily in sport, built around the streaming service's coverage of Premier League football, rugby union, tennis, as well as agenda-setting documentaries.