Amazon.com Inc. has bought live broadcasting rights for English Premier League soccer, the first foray by a U.S. tech giant into a European championship.

Amazon will show two full rounds of matches per season, comprising 20 games, for three years starting in 2019, the Premier League said in a statement Thursday. The games will be available on Amazon Prime Video at no extra cost to users, Amazon said.

Amazon has been pushing into live sports broadcasting, a strategy for luring subscribers that threatens U.K. pay-TV services Sky Plc and BT Group Plc., which own the majority of live U.K. broadcasting rights to Premier League soccer.