Duke University's recent agreement with Amazon to broadcast three of its nonconference basketball games on Prime Video has sparked significant discussion among Atlantic Coast Conference (ACC) athletics directors during their spring meetings in Amelia Island, Florida. The deal, which includes matchups against UConn, Gonzaga, and Michigan, marks Amazon's first venture into college basketball broadcasting. ACC Commissioner Jim Phillips expressed his strong support for Duke's creative approach to generating revenue, emphasizing that both ESPN and the ACC were involved in the negotiations and were aware of the plan. However, the announcement raised concerns among some ACC administrators regarding the potential implications for media rights and revenue sharing. Big Ten Commissioner Tony Petitti voiced his apprehensions about Michigan's participation in the package, suggesting that it should involve revenue sharing with the Big Ten. Duke's athletics director, Nina King, noted that the plan had been communicated to Michigan from the outset. The deal has prompted discussions about whether other schools might follow suit in monetizing their nonconference games, raising questions about the boundaries of existing media rights agreements.