Domain Registration Hints At Vegas NHL Team Name Liberty Mutual Sponsoring NASCAR Spotters Coyotes Keep Collecting Dead Contracts Coyotes Hire NHL's First Full-Time Female Coach Banc of California Signs Deal With LAFC NASCAR-Themed Show Returning To Nick NHL To Use Sportradar To Monitor Gaming Activity MLS Approves Minnesota As 22nd Franchise Atlanta United Reach Record Season Tix Levels Wearable Device Could Lead To Fewer Injuries
SBD/2/Sponsorships Advertising Marketing
YAHOO AMONG COMPANIES SEARCHING FOR THE RIGHT SPORTS PACKAGE
Published June 2, 1998
Yahoo has hired CA-based sports marketing firm MGO Marketing "to improve its chances of landing sponsorship deals with professional sports leagues," according to Bernhard Warner of MEDIAWEEK. Yahoo execs are "particularly interested in the possibility of striking deals" with MLS and the NHL. Yahoo VP/Brand Management Karen Edwards: "These deals provide legitimacy. It could put us in a place people normally don't see tech companies." Warner reports that Yahoo competitor Lycos recently signed a full-year sponsorship deal with NASCAR to sponsor a car driven by Matt Kennseth. In regards to other Internet companies, AltaVista and AOL "have opted to work with individual sports franchises," but Warner adds that "most" of these alliances have been "principally to conduct on-premise promotions over the past year" (Bernhard Warner, MEDIAWEEK, 6/1 issue).