Monster Focused On Younger Audience At Daytona NASCAR Going Big On Social Media For Daytona New NHL CMO Discusses Growth Efforts, Data Use Atlanta United Signs RSN Deal With Fox Sports NHL Going With Just Two Bye Weeks In '17-18 Sportsnet Has Its First 360 VR Game Telecast Monster Easing Into NASCAR Title Sponsorship Nature's Bakery Intends To Countersue SHR Predators Could Sell Out All Home Games NASCAR First League To Partner With DeskSite
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).