Amazon and Fanatics play ‘anytime, anywhere, anyhow’ commerce on game day
Finding yet another delivery zone, Amazon has partnered with the San Francisco 49ers to deliver “tens of thousands” of items to tailgaters at Levi’s Stadium in Santa Clara, CA.
The initiative started on Monday when the 49ers kicked off their season with a home game against the Los Angeles Rams.
Anything in the Amazon Prime Now store is available for delivery — including beer through a local liquor store, Sousa’s Wine & Liquor — in one hour or less to Prime Now tailgaters. One-hour delivery is $7.99 and two-hour is free.
Using the Prime Now App or PrimeNow.com, fans located in three parking areas where the vast majority of tailgating happens enter zip code “95054” and start shopping. At check-out, they enter the address of the stadium, the parking lot number and nearest parking flag number. Prime Now delivery personnel call at the time of delivery to confirm the location. An Amazon warehouse in nearby Sunnyvale supports the initiative.
“Why miss out on any tailgating fun when you can have all your game day essentials delivered to you directly in an hour or less,” said Stephenie Landry, worldwide vice president of Amazon Prime Now.
In a somewhat similar scheme further south, Fanatics.com, the e-tailer of fan merchandise, partnered with UberEATS to support fans of the LA Rams. From 10 a.m. to 8 p.m. pacific time on Monday (just before kickoff), fans could use the UberEATS app to order Rams gear and autographed collectibles along with tailgate-themed food “whenever and wherever they are around LA.”
The counties of Valley, Westside, Downtown, South Bay and Orange County were eligible for the promotion. Orders had an estimated delivery time of 30 to 40 minutes.
The Fanatics/Uber partnership celebrated the Rams first game as the LA Rams since the team moved to St. Louis in 1995.
- 49ers Team Up with Amazon Prime Now to Introduce Parking Lot Deliveries at Levi’s® Stadium – San Francisco 49ers
- Amazon partners with San Francisco 49ers to offer one hour Prime Now deliveries for tailgaters – GeekWire
- Get your LA Rams swag delivered in minutes with UberEATS! – Uber
DISCUSSION QUESTIONS: What do the NFL fan initiatives by Amazon and Fanatics say about the potential for on-demand delivery and “anytime, anywhere, anyhow” commerce? Is there a big opportunity for online delivery beyond residences and work offices?