Man Utd Secures Big Deal with Amazon for All or Nothing

Manchester United will feature in Amazon’s ‘All or Nothing’ series, potentially earning £25 million from the deal for the 2026-27 season.

Manchester United has confirmed a lucrative agreement to be part of Amazon Prime Video’s famed ‘All or Nothing’ documentary series for the forthcoming 2026-27 season. Keith Wyness, the former chief executive of Everton, revealed that the club could see earnings up to an impressive £25 million from this record-breaking deal, which promises fans exclusive behind-the-scenes access.

Wyness shared insights about the arrangement during a conversation with Football Insider, explaining that the filming will begin soon as Amazon cameras will capture the day-to-day happenings at Old Trafford. The club is expected to earn an initial sum of £20 million, with the potential for this figure to rise based on viewer engagement.

The documentary will follow manager Michael Carrick and his squad throughout the season, joining the ranks of previous teams like Tottenham, Manchester City, and Arsenal that have been featured in past seasons. Wyness expressed his confidence in the commercial success of the series, attributing it to the immense global reach of Manchester United, despite a recent increase in sports documentaries that have flooded the market.

Detailing the specifics of the deal, Wyness noted that viewership metrics would contribute to the overall earnings, with the club facing the potential to generate as much as £25 million based on audience numbers. He stated, “I think we’re looking at £20 million, and in this case, add-ons would be on viewership numbers. I think it could go up to £25 million. I’ve been around a few of these shows before in terms of negotiations about them. You can negotiate the access and also editing and all the rest of it. It’s a nice number, but also the real benefit for United is in the brand exposure globally.”

He acknowledged that there might be some viewer fatigue regarding behind-the-scenes football programs. However, he emphasized that the substantial fanbase that follows the Red Devils alters the scenario significantly. As Manchester United gears up to participate in the Champions League and mounts a serious challenge for the Premier League title, the documentary promises to capture the essence of an exhilarating season.

Wyness concluded, “There is a bit of fatigue in this sector. There have been so many shows that haven’t really hit the mark. But certainly, Man United have that global appeal. There should be a decent audience. It’s a big opportunity as a springboard, but in terms of the show itself, I’d expect 20 plus bonuses for the size of the audience.” With the cameras set to start rolling in the coming months, fans and critics alike will be keenly observing how the squad copes under the spotlight. The premiere in 2027 is highly anticipated, as it promises to showcase every pivotal moment of what could be a defining season for the club.