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Amazon Is Teaming With the NFL on a Reality TV Series

NFC Championship - Arizona Cardinals v Carolins PanthersNFC Championship - Arizona Cardinals v Carolins Panthers
Arizona Cardinals quarterback Carson Palmer passes during the NFC Championship Game against the Carolina Panthers on January 24, 2016.Photograph by Ronald C. Modra/Sports Imagery—Getty Images

CLARIFICATION: This article has been updated to add the clarification that the new series from Amazon and the NFL, All or Nothing, will be available to all Amazon customers, not just Amazon Prime subscribers.

Amazon is targeting fans of behind-the-scenes NFL action with its latest streaming video series.

The National Football League’s film division is teaming up with Amazon (AMZN) to offer a new documentary series that follows an NFL team for an entire season, including exclusive footage and interviews not broadcast anywhere else, the NFL announced on Monday. The new streaming series, called All or Nothing, premieres this summer on Amazon Video and will feature a behind-the-scenes look at the 2015 Arizona Cardinals—a team that won the NFC West division and made it to the NFC Championship Game before losing to quarterback Cam Newton and the Carolina Panthers.

The first season of the docu-series consists of eight, hourlong episodes that follow the Cardinals’ players, coaches, and executives as the team prepares to face-off weekly against NFL rivals while carving a path toward the playoffs in an (ultimately unsuccessful) attempt to bring the franchise its first-ever Super Bowl victory. Arizona Cardinals president Michael Bidwill said in a statement that the Amazon series offers “an unprecedented look into what it takes to compete in the National Football League.”

The series will be available to all Amazon customers through the Amazon Video app.

All or Nothing will deliver the ultimate behind-the-scenes look at America’s most popular sports and entertainment media property–the NFL’s regular season – and we couldn’t have asked for a better franchise for our inaugural season than the Arizona Cardinals,” NFL Media’s chief content officer, Jordan Levin, said in a statement.

Meanwhile, Amazon’s vice president of digital video, Michael Paull, said the company is “very excited” to partner with the NFL on the docu-series, which represents the latest entry in a rapidly expanding portfolio of original streaming content for the e-commerce giant.

Competing with traditional media companies as well as streaming rivals like Netflix (NFLX) and Hulu—both of which are also stockpiling original content—Amazon has spent billions of dollars to acquire fresh series to stream online. Also, Amazon Studios head Roy Price told Fortune earlier this year that the company is ramping up its feature-length film production, with plans to eventually put out 16 movies per year.

Amazon will work on All or Nothing with NFL Films, the unit that has won 121 Sports Emmy Awards and also co-produces another popular reality sports docu-series, Hard Knocks. Co-produced with Time Warner’s (TWX) HBO over ten seasons, Hard Knocks follows a different NFL team each year during the team’s pre-season training camp.