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Yahoo, Turner Dribble Up Sports Agreement

Ad and content deal disclosed

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Yahoo and Turner Broadcasting hit the ground running with a deal that will see them collaborate on a content and advertising plan for the NBA, Nascar, and the PGA.

Hoops, stock cars, and people named and not named Tiger on the golf course figure prominently in a recently announced deal between Time Warner’s Turner Broadcasting and Yahoo. Turner turned away from dealing with another Time Warner web property, AOL, in favor of making Yahoo Sports its partner of choice.

The deal, noted at Broadcasting & Cable, brings Turner’s sports content to Yahoo. Turner will do the heavy lifting on the ad spots available for that content as it is shown on Yahoo, handling video ads along with display and sponsorship advertising.

Yahoo gets to show off what has become an increasingly vital part of its web properties, thanks to what should be impressive and exclusive video from Turner for three popular sports. Over the past year, Yahoo managed to pull off some original sports reporting on running back Reggie Bush and his time at USC, including alleged instances of him receiving additional benefits while wearing the Trojan’s uniform.

Although Yahoo’s future looks a little unclear thanks to the machinations of its investors and the potential of a Microsoft takeover, one might hope the partnership will fuel more sports reporting at the site. The interest in the golf side may suffer a bit as Tiger Woods rehabilitates his ACL instead of hitting powerful drives, but the Nascar and NBA opportunities for advertising could make up for Tiger’s absence from PGA events.

Yahoo, Turner Dribble Up Sports Agreement
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    The Yahoo news section certainly needs that injection of ‘quality’ sports into its news mix. It always fell a little short not just on content but also on quality.

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    Very informative, thanks for the information regarding Yahoo. I heard they’re about to be acquired soon but I’m not sure, please keep up the coverage.