Sporting KC Becomes Envy Of City, League MLS Weighs Winter Schedule Before Cup Final 'Dega To Remove Allison Grandstand France Trying To Improve NASCAR Product Filming Underway For HBO's "24/7" MMF: Ways To Attract A New Audience Rick Allen Named NBC's Lead NASCAR Voice MMF: Compelling Digital Content A Necessity Garber Gives Annual State Of MLS Address NBC Adds Jeff Burton As NASCAR Analyst
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).