Dive Brief:

• Amazon has teamed up with the San Francisco 49ers to enable one-hour Prime Now deliveries of “game day essentials” to three parking lots at Santa Clara's Levi’s Stadium, the NFL franchise’s home field, according to an announcement on the team’s website.

• Game attendees can use the Prime Now app to order a variety of eligible items directly to their parking spots in Red Lot 1, Green Lot 1 and Blue Lot 1 at Levi’s Stadium before 49ers home games. They need to enter zip code “95054” before they start shopping, and at checkout, they enter “4900 Marie P. DeBartolo Way, Santa Clara, CA 95054” as the delivery address, then add the parking lot number and nearest parking flag number in the delivery notes.

• To kick off its partnership with the 49ers, Prime Now is currently offering $10 off the first order by any new users with use of the code “10PRIMENOW” at checkout. 

Dive Insight:

This is the greatest idea in both the history of football and the history of Amazon.

You think we're joking, don't you? As far as we're concerned, Amazon Prime Now was stumbling around in the woods trying to find its true purpose until this idea came along. If you are wondering if there is actually time before a game starts to order and await delivery of products from Amazon Prime Now, and if there possibly could be enough demand for such a thing, then you have never tailgated in a football stadium parking lot on game day — or if you have, you've been doing it wrong.

Most tailgaters show up at NFL games hours in advance with an SUV-load of supplies and food expected to last until kickoff. If you're really serious, you might bring enough food and drink for two separate meals — breakfast and lunch if its a 1:00 pm ET start, lunch and more lunch if your team draws a later start. But, inevitably, one or two things is bound to happen: Either you forget to bring something important, like donuts or beer, or you run out of something important, like donuts or beer.

Now, through what is apparently the first service of its kind — and again, the greatest idea in the history of at least two institutions — 49ers fans (those lucky dogs) can dynamically re-stock their tailgate reserves while they're tailgating, as long as they're willing to spend an extra $7.99 for Prime Now delivery. Levi's Stadium is already known as arguably the most tech-friendly stadium in professional sports, and this new offering will only reinforce that notion.

Of course, it will be interesting to see how well these deliveries work once that program starts. The football stadium parking lots where Retail Dive has tailgated over the years have tended to be crowded and cluttered with everything from grills to games of bags to actual dining tables assembled on-site for large groups. All sound like possible hurdles to Prime Now deliveries.

We would suggest that this service might be the perfect application for the drones that Amazon has been talking so much about, but tailgaters also like to throw footballs around to one another. It would be quite ironic if one if the first casualties of Amazon's drone program was an aircraft that got drilled between the numbers, as football folk say, by an Amazon Prime Now customer that was waiting for the beer the drone was trying to deliver.