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amazonvideo11Amazon’s video arm continues to make moves into the digital sports world.

Re/code reported Tuesday that Amazon has 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. He worked in the legal realm prior to that and was also named a Sports Business Journal “40 under 40” in March 2014.

The hire points to Amazon’s continued move into the digital sports world. The company tried to bid for streaming rights to the NFL’s Thursday Night Football games next season, but Twitter ultimately won out. Amazon also recently partnered with the NFL for a new video series called All or Nothing that offers fans a behind-the-scenes look at the inner workings of an NFL franchise. The show, part of a new “Amazon Unscripted Series,” will premiere this summer exclusively via Amazon Video.

It remains to be seen how aggressively Amazon pursues sports-related content, both with something like real-time Thursday Night Football streams, or with content like All or Nothing. But it’s clear that sports is becoming more and more of a focus Amazon’s digital video plans.

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