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NFL Now adds new partners

American football league the NFL has sealed carriage deals with the Roku, Amazon Fire TV and Kindle Fire digital platforms for NFL Now, a new online service that will launch in August ahead of the 2014-15 season.

NFL Now will allow fans to tailor content, including highlights of games, to focus on their favourite teams and players.

The league had already secured carriage deals in the US through the Verizon Communications telecommunications service, Microsoft's XBox One games console and the Yahoo! Sports website.