SBD/2/Sponsorships Advertising Marketing

YAHOO AMONG COMPANIES SEARCHING FOR THE RIGHT SPORTS PACKAGE

          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).
     
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MLS, NASCAR, NHL, Time Warner, Yahoo

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