Blackhawks Building New Practice Facility Bettman Addresses Expansion, League's Strength MWR's Kauffman Buys Stake In Ganassi Racing Bridgestone, NHL Renew Sponsor Deal Garber: MLS ASG Format Could Change Atlanta MLS Club Nears Deal For DeKalb HQ Minding My Business: Rapids' Sean Ream Bills' Brandon Replaces Black As Sabres President Beckham Group To Pay For Resident Relocation Impact Add Former EPL Star Drogba
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).