Turner and Yahoo sport up

Doug Mohney — Thu, 10 Jul 2008 10:42:56 -0400

Turner Broadcasting System and Yahoo have cut a multi-year deal on advertising and sports content involving basketball, golf, and race cars.

Under the agreement, Turner will exclusively handle online ad sales for the NBA, golf, and NASCAR pages of Yahoo. In exchange, Yahoo Sports gets access to Turner basketball, golf, and NASCAR content from NBA.com, PGATOUR.com, PGA.com and NASCAR.com, including live and on-demand video, leaderboards and editorial content.

The deal puts together one of the leaders in sports media and the No. 1 online sports destination. 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. In addition, the deal also provides Turner with access to "advanced targeting technologies" that will allow Turner to exclusively sell advertisements based on a consumer's attraction to NASCAR, golf and NBA content.

Yahoo is promoting the deal as part of its new publisher strategy that it started to implement in October 2007, working with "differentiated" publishers to build an independent reseller network. Regardless, the announcement is unlikely to make Mr. Icahn happy.

For more:
- Yahoo/Turner partnership announcement

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Turner and Yahoo sport up