Turner and Yahoo! strike content, ad deal


Turner Broadcasting System and Yahoo! have entered a multi-year strategic alliance that will allow the two companies to collaborate on advertising and sports-related content. Turner will exclusively represent online advertising sales for the NBA, golf and NASCAR pages of Yahoo! Sports. Additionally, Yahoo! Sports will gain access to basketball, golf and NASCAR content from NBA.com, PGATOUR.com, PGA.com and NASCAR.com, league sites managed by Turner. The deal was announced today by David Levy, president of Turner Broadcasting Sales, Inc. and Turner Sports and Todd Teresi, senior vice president of Yahoo!’s Publisher Channel. The deal creates an alliance between one of the leading entities in the sports media industry and the #1 online sports destination, representing the new model for media outlets looking to increase and further engage their audiences.

All display, sponsorship and video advertising opportunities within the NBA, golf and NASCAR pages on Yahoo! Sports will be available exclusively through the Turner Network, which combines the digital resources of 19 Turner Sports, News and Entertainment properties. The agreement also provides Turner with access to advanced targeting technologies that will allow Turner to exclusively sell advertisements based on a consumer’s affinity for NASCAR, golf and NBA content, thus creating new advertising opportunities for clients. The agreement underscores Yahoo’s ongoing commitment to differentiating verticals online.

Through this relationship, Turner will provide NASCAR, PGA TOUR, PGA and NBA properties to Yahoo! Sports with live and on-demand video, leaderboards and editorial content featuring some of the biggest names in sports. The content will enrich Yahoo! Sports’ current racing, golf and professional basketball coverage, which includes original reporting from award-winning journalists such as NBA writer Adrian Wojnarowski, auto racing writer Bob Margolis, and NASCAR analyst Ricky Craven. League sites NASCAR.com, PGATOUR.com, PGA.com, and NBA.com will also reap the benefits of successfully partnering with Turner through this Yahoo! agreement with increased exposure to a new audience of sports fans. The league sites will receive fixed placements on the respective NASCAR, golf, and NBA pages of Yahoo! Sports to promote certain league initiatives, further growing their brand exposure.

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