Amazon.com has won rights to show 20 English Premier League soccer matches a season from 2019, giving its Prime Video online streaming service a foothold in the most watched sports league in the world.
The rest of the live United Kingdom broadcasting rights to Premier League soccer are shared between Sky and BT.
UK Prime members will have exclusive access to watch 20 matches per season, comprising two full fixture rounds - the first December midweek round and the festive Bank Holiday round - featuring live coverage of every Premier League team.
Amazon will exclusively stream the first round of midweek games in December and all 10 games on St Stephen's Day via its Amazon Prime Video service, which now costs £7.99 (€9) a month or £79 for an annual subscription.
After Sky and BT paid £4.5BN ($6.2BN) for the majority of games earlier this year, there were two packages left with the Premier League arranging them to encourage digital bidders. The final two announced today, meanwhile, have no such system - Amazon and BT will simply be given a selection of mid-week fixtures to air.
Andy Haworth, BT Consumer's managing director for content and strategy, said: "We're delighted to be able to offer our customers even more Premier League matches and to create exciting midweek nights of top-flight Premier League football action".
Sky will now air 128 games a season, up from 126 matches currently and it now has the first pick game every weekend plus Saturday evening fixtures for the first time, all screened on Sky's dedicated Premier League channel.
By most accounts, Premier League football is the most popular spectator sport in the world.
Leading clubs also used the Premier League's annual meeting to demand a greater share of the global revenue stream, breaking long-standing resistance to a change in the formula from 2019.
The package which Amazon has purchased is part of an experiment from the Premier League.
The deal underlines Amazon's ambition to take on traditional pay-TV broadcasters in the multi-billion dollar battle for sports rights.
"When the Premier League was formed in 1992 nobody could have envisaged the scale of global growth in the competition which exists now", said Scudamore.
The Premier League have also released details of the rights deals for the Republic of Ireland.
The amount it paid was yet to be disclosed.