Amazon greenlights new season of ‘All or Nothing’ behind-the-scenes NFL series

Amazon’s popular behind-the-scenes NFL series is getting another season.

The tech giant announced today that it has greenlit season two of All or Nothing, an Amazon original show that debuted last year with eight one-hour long episodes featuring the Arizona Cardinals during its run to the NFC Championship game in 2015.

The new season will spotlight the Los Angeles Rams and its relocation from St. Louis last season when the team went 4-12 and missed the playoffs.  

All or Nothing brings Amazon Prime members a deep dive into the lives of professional athletes,” Conrad Riggs, Head of Unscripted, Amazon Originals, said in a statement. “We are excited to highlight the LA Rams in season two, a team with a compelling story of relocation, rebuilding and reuniting with the city they once again call home.”

The show, similar to HBO’s Hard Knocks, is produced by NFL Films and is part of Amazon’s “Unscripted Series.” It has an average customer rating of 4.8/5 on Amazon and is the company’s highest-rated non-kids original series. All or Nothing this week was nominated for an Emmy in the Outstanding Serialized Sports Documentary category.

All or Nothing streams on Amazon Prime Video, which is available to Prime members who pay $99 per year or monthly fees to access Amazon’s video library, in addition to other benefits like free 2-day shipping and cloud storage. The show will be available to Prime members in the U.S., Austria, Canada, Germany, Japan, Mexico and the UK. There is no premiere date set yet.

The show is part of Amazon’s growing original video content library, as well as its push into sports-related programming. The company was among a handful of technology giants looking to acquire exclusive rights to stream Thursday Night Football games last season — Twitter ultimately won the bid — and is again bidding for next season’s stream.

The Wall Street Journal reported in November that Amazon was in talks with multiple leagues about live game rights. It noted how Amazon could offer a “premium, exclusive sports package” to those who pay for a Prime membership.

Live sports would be another way for Amazon to set itself apart from competitors like Netflix and Hulu. And it could be the latest in a line of numerous enticements to get people to subscribe to Prime. A report last year showed that more than half of Amazon shoppers in the U.S. are Prime members.

Amazon last year hired digital media veteran James DeLorenzo as its new head of sports for “Amazon Video Channels.” DeLorenzo is a digital media veteran, having worked in executive roles at CBS and Time-owned Sports Illustrated, where he helped launch the 120 Sports digital venture.