Shortly after inking a deal as the exclusive broadcaster of Thursday Night Football games through its streaming service, Amazon (NASDAQ: AMZN) has secured another alliance with the NFL to carry an expanded range of league-related merchandise. Sportico reports most officially licensed brands on the NFL website are now available on Amazon, too.
Among the many brands now appearing on Amazon for the first time, Fanatics is one potentially getting a significant boost from the partnership. The licensed sports merchandise company is now valued at $12.8 billion after a fresh round of funding from Silver Lake Partners announced yesterday, which added $320 million to the privately held company’s war chest. Investors have been waiting impatiently for a Fanatics IPO for some time, but a spokesman remarked yesterday that while “an IPO is clearly an available option to us, there is no update on any timeline.” Expansion to Amazon’s colossal marketplace could make the company even more attractive as an initial public offering.