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Emirates Stadium, home to Arsenal. (Bigstock Photo)

Amazon has secured exclusive rights to stream matches from the top soccer league in the U.K. starting next year, a major boon for the tech giant’s growing live sports streaming portfolio.

Amazon said it will stream 20 Premier League matches per year for three seasons, starting in 2019, for Prime members in the U.K. It will begin with a midweek round of matches in December 2019 and a slate of matches on Boxing Day. Amazon said this is the first time a “full round of Premier League fixtures will be broadcast live in the U.K.”

“We are always looking to add more value to Prime, and we’re delighted to now offer, for the first time, live Premier League matches to Prime members at no extra cost to their membership,” said Jay Marine, vice president of Prime Video in Europe. “The Premier League is the most watched sports league in the world. Over these two December fixture rounds Prime members will be able to watch every team, every game, so no matter which Premier League team you support, you’re guaranteed to see them play live on Prime Video.”

The deal is an important milestone for Amazon, but it represents only a fraction of the larger Premier League pie. Traditional TV networks BT and Sky bought the rest of the rights.

Amazon did not say how much it paid for its Premier League package. The Verge notes that BT and Sky are paying the equivalent of about $12.5 million per game. Though Amazon may have gotten a discount, its Premier League price tag would still likely hit nine figures in U.S. dollars.

Adding Premier League rights is sure to boost the appeal of Amazon Prime in the U.K. Amazon will be looking to convert Premier League fans into big spending holiday shoppers during the tech giant’s busiest period of the year.

The Premier League streaming rights build on Amazon’s momentum with the NFL and other major leagues. It streamed pro football games for the first time last season, and Amazon is set to stream 11 Thursday Football games in both the 2018 and 2019 seasons.

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