Formula One could be coming to Amazon Prime, if discussions with the streaming service are successful.
A deal could potentially reach more than 100 million subscribers over time, but only in countries where the local broadcaster has exclusive rights such as in the U.K.
Formula One has traditionally been a B2B market, dealing directly with broadcasters, sponsors and governments.
However, access to the subscribers on the Amazon Prime service would give Formula One access to lots of useful data as the sport attempts to differentiate itself from other offerings. This data would create a relationship with and knowledge of the consumer for the first time.
Any deal would have to balance the volatility of streaming profits with maintaining the existing lucrative partnerships with traditional broadcasters.
Amazon will also be able to use its cloud computing software to provide archived data and content to fans such as by showing on-screen graphics about technical aspects of the car during races.