amazon-sportsAmazon wants to stream sports with worldwide followings such as soccer, tennis, rugby, golf and auto-racing, in a move that could help the online retail giant grow its appeal abroad, according to a report from Bloomberg.

Amazon struck out in its quest to land an NFL streaming deal, with Twitter ultimately securing an agreement to air 10 games this season. Amazon is pursuing other U.S. sports like basketball and baseball, Bloomberg reports, but exclusive rights contracts with networks could make it tough for Amazon to get into those sports. Amazon could also come to agreements with league streaming networks like MLB.tv to add them to its $99-per-year Prime subscription service.

In May, Amazon hired James DeLorenzo as its new head of sports for “Amazon Video Channels.” DeLorenzo is a digital media veteran, having worked in executive roles at CBS and Time-owned Sports Illustrated, where he helped launch the 120 Sports digital venture.

Amazon has already waded into sports programming. Its series All or Nothing, which followed the Arizona Cardinals through their run to the NFC championship game last season, premiered on Amazon Video over the summer. News surfaced Friday morning that Amazon has also ordered a documentary series that will follow top men’s tennis player Novak Djokovic throughout the 2017 season.

Live sports would be another way for Amazon to set itself apart from competitors like Netflix and Hulu. And it could be the latest in a line of numerous enticements to get people to subscribe to Prime. A recent report showed that for the first time, more than half of Amazon shoppers in the U.S. are Prime members.

If not airing live sports, Amazon is working to improve the stadium atmosphere. The San Francisco 49ers Thursday announced a partnership with Amazon for one-hour delivery of everything from beer to 49ers gear to Levi’s Stadium via the Prime Now app starting four hours before kickoff, and ending 30 minutes after kickoff.

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