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Turner, Yahoo! Rev Online Sports Alliance

Programmer To Serve As Ad Rep For Portal’s NBA, PGA, NASCAR Content

By Mike Reynolds -- Multichannel News, 7/10/2008 8:04:00 AM

Turner Broadcasting System, Inc. and Yahoo! Inc. are teaming on a multiyear strategic alliance tied to sports content and advertising.

Turner will serve as the exclusive online rep for Yahoo! Sports' NBA, golf and NASCAR pages. Moreover, Yahoo! will gain access to content on NBA.com,PGATOUR.com and NASCAR.com, sites managed by Turner.

All display, sponsorship and video advertising opportunities within the aforementioned sports 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. For its part, Yahoo! will give Turner access to advanced targeting technologies that will allow the programmer to exclusively sell advertisements based on a consumer's affinity for NASCAR, golf and NBA content.

“Aligning with Yahoo! Sports adds another dimension to our digital platforms and enables us to extend the distribution of content and advertisers' marketing messages by leveraging each company's national audience,” said David Levy, president of Turner Broadcasting Sales, Inc. and Turner Sports, in a statement. “The strength of this league content combined with the extensive reach of Yahoo! Sports will make our respective properties the undisputed leader in market share of NBA, golf and NASCAR content on the Web.”


Noted Todd Teresi, senior vice president of Yahoo!'s publisher channel: “By aligning with Turner and enabling them to extend Yahoo! inventory to sell to advertisers, we will engage the most targeted audience of sports enthusiasts available on the Internet,” said Teresi. “With the incomparable sports lineup Yahoo! Sports can now offer, as well as the massive size of our audience, advertisers will be able to deliver the most targeted, relevant marketing messages available at scale on the Web.”

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