SBD/Issue 184/Sponsorships, Advertising & Marketing

Yahoo Signs David Beckham To Front Ad Campaign, Provide Content

Beckham Will Be Yahoo's First Ever
Global Sports Ambassador

Yahoo has signed Galaxy MF David Beckham as its first global sports ambassador to "front an international ad campaign ahead of the World Cup and provide exclusive content," according to Mark Sweney of the GUARDIAN. The campaign, which debuts "in more than 20 countries tomorrow, is the latest extension" of Yahoo's $100M brand marketing push "as part of a fightback against rivals including Google." Beckham, initially signed to work with Yahoo until September, will "start appearing in a major ad campaign." The effort in the U.K. includes "poster sites, the London Underground and newspapers including Metro and London Evening Standard, but does not include TV commercials." Yahoo also will feature a "David Beckham online channel where he will share experiences of playing in three World Cups." Beckham after the World Cup will "start to deliver rolling content, including a weekly blog, a weekly video and a number of chat sessions with users of Yahoo services" (GUARDIAN, 6/8). The partnership runs only until the start of the '10-11 EPL season (MARKETINGWEEK.co.uk, 6/8). Yahoo U.K. Marketing Manager Andrew Cocker said, "Ultimately, we want to get the brand back to being central to people's lives. Using Beckham will allow us to be part of people's passions" (MARKETINGMAGAZINE.co.uk, 6/8).

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