Kauffman Confirms MWR Will Cease Operations A-B Taps Busch As Lead NASCAR Brand Big Talent On Hand For NYC FC-Galaxy Flames To Discuss Project With Gov't Officials Sacramento Republic Hires HNTB For Stadium Homage Unveils MLS-Licensed Apparel Collection MWR Possesses Hot Free Agent Sponsors Darlington Bullish On Labor Day Return Nature's Bakery Deal Example Of Danica's Pull MWR Won't Field Full-Time NASCAR Entry In '16
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).