NHL, NHLPA Aim For Big Money World Cup Hurricanes Seeing Smaller Crowds So Far Up-And-Coming Drivers Lack Sponsorship Orlando City's Rawlins Still A Fan First Plans Advance For DC Soccer Stadium Columbus Approves $250,000 For All-Star Game Flames Close To Arena Announcement? Wayne Gretzky Returns To IMG 2014 Reader Survey: NHL Kings Get Salary-Cap Relief For Voynov
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).