Game on! Amazon’s all in on local sports talk podcasts.

It’s being widely reported that Amazon is looking to invest in localized podcast content, like news and sports. Sports content is top of mind as the company plans to buy up more TV rights and have adjacent audio content for users.

Why it matters: Amazon sees a strategic advantage in podcasts by leveraging Alexa voice tech to help users discover personalized content.

• Sources say the company is using its venture arm tied to voice innovation, the Alexa Fund, to invest in local podcast companies.
• The company has evaluated investing in localized sports podcast companies like Blue Wire, a source familiar with the company’s plans tells Axios.
• It wants to explore short-form audio content that can be surfaced when users ask Alexa for information about topics like news and sports.
• Amazon declined to comment.