Turner Sports and Yahoo have struck a broad three-year digital content and advertising partnership in which Yahoo will repurpose extensive amounts of content from NBA.com, PGATour.com, PGA.com, and NASCAR.com, all properties managed by Turner. All advertising sales for Yahoo's NBA, golf and NASCAR pages, meanwhile, will now be overseen exclusively by Turner in the new alliance. Content to be distributed through Yahoo will include live and on-demand video content, leaderboards and scoreboards, and editorial material. The deal is designed to extend the audience of the Turner-managed properties, while also giving Yahoo name-brand material unseen at its competing portals and mainstream sports sites. Financial terms were not disclosed, but the two companies will share advertising revenue from the venture. Turner additionally will gain access to Yahoo targeting technologies that will allow it to sell advertisements elsewhere on the Yahoo portal to users who show affinity toward the NBA, NASCAR or golf. Live NBA game video, which has been bundled with the League Pass TV subscription, is not part of this deal. "This is another really important step toward establishing Yahoo as the true starting point online for casual and passionate sports fans alike," said Jimmy Pitaro, Yahoo Sports VP & GM. Pitaro played a key role in striking a somewhat similar deal in April with MLBAM to distribute and sell advertising around the MLB.tv live game package. The pact will enable Turner to make a broad horizontal digital ad sell across its many properties with in the inclusion of Yahoo, as well a multi-platform vertical sell that in the case of basketball would include TNT, TNT Overtime, NBA.com, NBA TV, and the Yahoo NBA page.By Eric Fisher and John Ourand, SportsBusinessDaily
http://www.paidcontent.org/entry/419-yahoo-and-turner-in-sports-ads-and-content-deal/
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