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SportsLine, Amazon score
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January 4, 1999: 12:51 p.m. ET
Shares pumped up by news of link between media site, Internet retail star
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NEW YORK (CNNfn) - Shares of sports-oriented Internet media company SportsLine USA jumped Monday after officials said they have signed bookselling phenomenon Amazon.com to run their media retail arm.
Under terms of the agreement, Amazon will offer its sports-related catalog of books, music and video to SportsLine readers via a co-branded retail Web site.
The news allowed SportsLine shares to parlay Amazon's now-everyday spellbinding performance. By midsession, SportsLine (SPLN) was up 2-13/16 at 18-3/8 after touching 21-13/16 in morning trading.
Amazon (AMZN), meanwhile, was up 17-3/4 at 339.
"This arrangement with SportsLine USA makes it easier and faster for fans to find and discover exactly the sports books, videos and CDs that are right for them," said Ram Shiram, Amazon.com vice president of business development. "That's what online shopping is all about -- finding exactly what you want, not what someone else decided to put in a store."
SportsLine will be responsible for the maintenance of the new site, which will feature recommendations and bestseller lists similar to those presently found on the main Amazon Internet store.
The companies didn't release additional financial terms of the deal.
Because merchandise sold through the Amazon partnership will extend only to media products, the new store is unlikely to compete with SportsLine's existing Internet sales site, which focuses on sportswear and athletic memorabilia.
SportsLine provides sports news and information to Internet-connected sports fans, and maintains official Web sites for such athletic stars as Michael Jordan, Tiger Woods and Shaquille O'Neal. 
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