Watch and wear: NFL, Amazon reportedly to expand partnership

The NFL logo is pictured at an event in the Manhattan borough of New York City
FILE PHOTO: The NFL logo is pictured at an event in the Manhattan borough of New York City, New York, U.S., November 30, 2017. REUTERS/Carlo Allegri

March 26, 2021

With a streaming rights package between the NFL and Amazon Prime completed, an expanded merchandise agreement between the league and Amazon’s retail business could be on the way, Sportico reported Wednesday.

Word of a potential expanded merchandise agreement between the two entities comes one week after Sportico reported that the NFL and Amazon Prime reached an 11-year, $105 billion deal to air Thursday night games.

While NFL merchandise has been available at Amazon, a potential new partnership would greatly expand on what is offered. There is no word if the possible NFL/Amazon merchandising agreement would be a short-term trial, or a long-term partnership.

Amazon could be in position to offer a wide range of NFL-licensed products like jerseys, hats, collectibles, tailgating items and custom gear, per the report.

“Amazon continues to collaborate with the NFL to enhance our customer experience and we look forward to expanding our assortment of NFL products,” Amazon said in a statement, according to Sportico.

A flood of NFL merchandise was set to hit Amazon’s retail site Wednesday, the report indicated. Gear from brands such as New Era, Fanatics, NFL Pro Line and Outerstuff could be available, although NFL products from Nike will not. Nike’s short-term trial program with Amazon ended in 2019.

Fanatics operates the current merchandise program for the NFL and much of what could be sold through Amazon is expected to come from its NFL Shop, although other retailers could be added into the mix, per Sportico.

–Field Level Media