JCPenney Is New Sponsor of Amazon Prime’s TNF

Amazon Prime’s Thursday Night Football streaming of the Vikings vs. Eagles game was the debut for Plano-based JCPenney as the sponsor of the Post Game Show with its “make it count” campaign.

The Dallas Morning News reports the ads present lifestyle vignettes that capture everything from the retailer’s jeans to its towels playing a part in everyday family moments.

The sports media strategy includes Apple TV and Fox MLS integrations to reach their live-viewing audiences, the retailer said in an emailed response. It’s also JCPenney’s first paid media programming with the MLS, and the first full season and postgame program with the NFL, the retailer said.

Amazon is paying $1 billion per year to exclusively stream NFL games outside of local broadcast networks. Amazon’s 11-year agreement with the National Football League started last year and marked the first time NFL games were provided by a streaming provider.

New this season, Amazon is also streaming a “Black Friday” game on Nov. 24, the Miami Dolphins at the New York Jets. Amazon wouldn’t miss the moment to offer online deals to keep shoppers snug at home in front of the TV instead of out at the mall on the traditional kickoff to the holiday shopping season. The day has lost some of its hype in recent years as retailers including Amazon have stretched the season forward well into October.

JCPenney has a history of spending big ad dollars on national television events. The retailer has often sponsored the Academy Awards and did in again in March to launch its spring season fashion. Influencers appeared with their families to showcase both the retailer’s diversity of customers.

Last month, JCPenney said it would spend more than $1 billion by the end of 2025 to revive its stores and brand.