Manchester United agrees record deal for Amazon Prime 'All or Nothing' documentary
Manchester United have formally signed a deal with Amazon Prime to feature in the acclaimed 'All or Nothing' documentary series, granting unprecedented behind-the-scenes access for the 2026/27 season. The agreement, announced on June 15, 2026, marks a major reversal for a club that had repeatedly rejected similar offers in recent years.
The documentary, titled 'All or Nothing: Manchester United', will begin filming during the club's pre-season tour and will follow the Red Devils through their entire campaign, including their return to the UEFA Champions League. The series is scheduled to premiere exclusively on Prime Video in summer 2027 across more than 240 countries and territories.
According to sources at The Athletic and the Manchester Evening News, the financial terms of the deal eclipse the fees previously paid to Manchester City, Arsenal, and Tottenham Hotspur for their own editions of the series. Old Trafford officials believe it represents a record payment for any documentary covering a professional football club, with Amazon's offer understood to be in excess of £10 million.
Why a documentary now?
The decision to open the doors to cameras comes after years of internal debate. United had held extensive talks with Amazon and other streaming platforms as early as 2023, but those negotiations repeatedly stalled. The primary obstacle was former head coach Ruben Amorim, who expressed strong reservations about the potential intrusion on the first-team environment.
Amorim, who endured a difficult start at Old Trafford and lost the 2025 Europa League final to Tottenham, made clear in June 2025 that he did not believe the project was appropriate or beneficial to the team. Club sources at the time said the plug was pulled after the board received a unified recommendation from executive management, with some concerns also raised about commercial intricacies.
However, Amorim departed in January 2026. Interim coach Michael Carrick, who has since been appointed permanently, stabilized the squad and guided United to a third-place finish in the Premier League and a return to the Champions League. Under Carrick's more settled leadership, the club's hierarchy decided the time was right to embrace the documentary project.
A record-breaking addition to the All or Nothing franchise
Amazon's 'All or Nothing' series has become a benchmark for sports documentaries, offering raw, unfiltered access to elite teams. Previous installments have featured Arsenal's 2021/22 season, Manchester City's treble-winning 2017/18 campaign, and Tottenham Hotspur's 2019/20 season. Each series has drawn significant viewership and critical acclaim for its portrayal of the pressures, personalities, and passion behind professional football.
Manchester United brings an unmatched global fanbase to the franchise. With a reported 1.1 billion supporters worldwide, 69 major trophies, and 146 years of history, the club is arguably the most recognizable name in world sport. Tara Erer, head of UK film and unscripted television at Prime Video, stated: "Manchester United is more than a football club: it is a global phenomenon. All or Nothing: Manchester United was a story we had to tell."
What the cameras will capture
The documentary will provide unprecedented access to multiple facets of the club. Viewers will be taken inside the Old Trafford dressing room, the inner sanctum of the all-new Carrington Training Complex, and behind the scenes of the club's executive management team. This includes Sir Jim Ratcliffe's INEOS leadership, the Glazer family, CEO Omar Berrada, and sporting director Jason Wilcox.
Michael Carrick, who has transformed the team's fortunes since taking over, will be a central figure. The series aims to humanize the coach, his support staff, and the first-team players while documenting the emotional highs and lows of a season that sees United competing on all fronts, including the Champions League.
"Now is the right time to open our doors, so that for the first time our fans around the world can see behind the scenes of a club which means so much to so many people," said Toby Craig, Manchester United's chief communications officer. "This documentary will showcase Manchester United’s unique people, ambition and culture; from the iconic atmosphere at Old Trafford to the work that goes on behind the scenes every day at Carrington."
From rejection to acceptance: The road to the deal
The journey to this announcement has been long and complex. United first explored documentary deals during the 2023 tour of the United States, holding talks with multiple potential partners. However, the club's leadership remained cautious, wary of the distractions that such projects had caused at other clubs.
Arsenal's 'All or Nothing' season, for example, captured a painful fifth-place finish and the controversial departure of Pierre-Emerick Aubameyang. Tottenham's installment documented the sacking of José Mourinho and a disastrous campaign. Even Manchester City's series, while ultimately triumphant, showed tense locker room scenes that some argued undermined the club's carefully managed image.
United's initial reluctance was also driven by Amorim's concerns. The Portuguese coach, who arrived with a reputation for tactical discipline and man-management, feared that cameras would disrupt the fragile rebuilding process. His departure in January 2026 removed that obstacle, and Carrick's more open approach aligned with the board's desire to increase transparency.
Interestingly, this is not United's only foray into media productions. In January 2026, The Athletic revealed that the club had agreed a deal with North American production company Lionsgate to create a dramatized retelling of its history. That project remains in a developmental phase, with no broadcaster or streaming platform yet attached.
Implications for Manchester United and the Premier League
The 'All or Nothing' documentary represents a significant shift in Manchester United's media strategy. Historically, the club has maintained tight control over its image, carefully curating the content released through its own channels. This deal signals a new willingness to embrace transparency, even at the risk of exposing internal tensions.
For Amazon, securing Manchester United is a major coup. The streaming giant has invested heavily in live sports rights, including Premier League and NFL coverage, and the documentary franchise serves as a powerful marketing tool to attract and retain subscribers. The global appeal of United, combined with their return to the Champions League, ensures the series will draw massive audiences.
The record fee paid by Amazon also sets a new benchmark for sports documentaries. Other Premier League clubs may now seek to negotiate similar deals, potentially driving up the value of access rights. However, not all clubs will be able to command United's premium, given the scale of their global fanbase.
Potential risks and rewards
Documentaries of this nature carry inherent risks. While they offer fans unparalleled insight, they also create the potential for distraction. Players and staff may feel under constant scrutiny, and moments of conflict or disappointment could be magnified. The experience of Tottenham, whose 'All or Nothing' season highlighted dressing room unrest, serves as a cautionary tale.
However, the timing of United's deal appears carefully chosen. Carrick has established a stable environment, the team is on an upward trajectory, and the club's executive structure has stabilized under Ratcliffe and Berrada. The documentary will likely focus on building a narrative of redemption and revival, contrasting the struggles of recent years with the promise of the new era.
Toby Craig emphasized that the club's motive extends beyond publicity. "We will share some of the stories of this historic club both with our fans and new audiences around the world as we compete at the highest level," he said.
Broader trends in sports media
Manchester United's decision to join the 'All or Nothing' franchise is part of a broader trend in sports media. Clubs and leagues increasingly recognize the value of behind-the-scenes content as a way to deepen fan engagement and attract new audiences. Drive to Survive transformed Formula 1's popularity, while similar series have boosted interest in tennis, golf, and rugby.
For football, the documentary format offers a chance to humanize players and coaches, making them relatable to a global audience that may never attend a match in person. It also provides a revenue stream that supplements traditional broadcasting and commercial income.
The trend is not without its critics. Some purists argue that constant media access undermines the integrity of competition, turning clubs into content factories. Others worry about privacy and the pressure on players who may not welcome cameras in their most vulnerable moments.
Nevertheless, the economics are compelling. With streaming platforms competing fiercely for subscribers, exclusive content like 'All or Nothing' provides a powerful differentiator. For Manchester United, the record fee and global exposure make the partnership a logical step.
Looking ahead
Filming for 'All or Nothing: Manchester United' will begin in the coming weeks as the squad reports for pre-season training. The 2026/27 campaign promises to be pivotal, with Carrick aiming to build on last season's third-place finish and mount a serious challenge for the Premier League title and Champions League glory.
The documentary will also explore the club's off-field dynamics, including the ongoing influence of the Glazer family, INEOS' operational control, and the club's ambitious plans for stadium redevelopment. For fans, it represents a rare opportunity to see the inner workings of one of football's most storied institutions.
As the cameras roll, the question remains: will the access prove a triumph of transparency or a source of distraction? For now, Manchester United is betting that the story they have to tell is one worth sharing.
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