Duke’s Amazon Deal Is A Big Deal Indeed
In a rapidly changing environment Duke continues to set the curve for college basketball.
SOUTH BEND, IN - FEBRUARY 24: Duke Blue Devils head coach Jon Scheyer in action in the first half of play during a men's college basketball game between the Duke Blue Devils and the Notre Dame Fighting Irish on February 24, 2026 at Purcell Pavilion in South Bend, IN. (Photo by Jeffrey Brown/Icon Sportswire via Getty Images) | Icon Sportswire via Getty Images W hen news broke Thursday morning that Duke would have three outstanding games on Amazon, it felt important, but it took a while for the implications to truly sink in. First, in an era of flux, it helps to lock in Duke’s blue blood status.
Why? Well, first of all, and most importantly, money. You saw the ads this spring featuring the Boozer brothers.
Those, we’re sure, paid quite well. The games Duke will have on Prime could pay a lot more. First, there’s the contract itself.
The traditional gate (meaning ticket sales) for a game with teams like UConn, Gonzaga, or Michigan, would be in the hundreds of thousands. Once you toss in the broadcast, NIL, and retail revenue, it could be extremely lucrative. The obvious benefit is the money, much of which will go to the players.