Xfinity Series Audience Lower On Fox Sports Daytona Int'l Speedway Holding Flag Exchange MLS Expected To Add "Core Player" Roster Spot Bettman, Coyotes Deny N.Y. Post Report Minding My Business: Orlando City's Chelsey Clifton Orlando City To Own USL Club Hurricanes' Karmanos Elected To Hockey HOF Charlotte Considers MLS Stadium Plan NASCAR Teams Look For Long-Term Value NHL Players Reach Deal With Tenn. Jock Tax
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).