Sports betting company, DraftKings, has entered a partnership with Amazon to sponsor the National Football League (NFL) Thursday Night Football (TNF).

DraftKings will offer customised deals to punters on Thursday night matches, as well as a pre-game slot in Amazon’s broadcast to advertise odds and betting analysis.

The partnership aims to capitalise on increased betting volumes during winter and enhance the quality of the Amazon broadcast, aired on the Prime Video platform.

Commenting on the partnership, Amazon head of NFL sales, Danielle Carey, said: “We are thrilled to collaborate with DraftKings to bring fans more insights and excitement as part of the TNF viewing experience.”

“DraftKings content will contribute to lively pregame discussions, fan engagement and, perhaps, some bold predictions from our on-air talent,” she said.

DraftKings chief marketing officer, Stephanie Sherman, added: “Prime Video is an innovator in live content and we both have a similar focus on constantly improving our customers’ experiences.”

“We look forward to working with Amazon to bring millions of viewers a premium and enhanced experience during TNF on Prime Video all season long and for years to come,” she stated.

This partnership builds on the US$1.32 billion (AU$1.7 billion) deal that gave Amazon exclusive rights to the NFL’s Thursday night matches.