Yahoo! and LMA announce renewal of online media partnership
Tue 20th Sep 2011 | IT & Technology
Yahoo! and the LMA have announced the renewal of an online media partnership that will see video and print content from some of the biggest names in football management published across Yahoo!’s UK media platforms and social media channels. The deal accompanies Yahoo!’s Barclays Premier League highlights as Yahoo! aims to become the home of online sport.
The season-long deal gives Yahoo! the rights to produce, write and broadcast exclusive interviews with members of the LMA, starting with an exclusive interview with Bolton’s Owen Coyle on September 23. Hosted on ‘The Dugout’ microsite (www.yahoo.co.uk/dugout), each week a different manager will share their philosophies and approach to the game while also looking ahead to the weekend’s big upcoming fixtures.
Richard Bevan, CEO of the LMA commented: “The LMA is delighted to renew its partnership with Yahoo! and to be working with a brand of such global visibility. We look forward to building the partnership throughout the season and delivering some great content from our members to Yahoo!'s users”
One of the social elements of the partnership is the chance for Yahoo! users to put questions forward for the manager via Yahoo!Eurosport and via Yahoo! Answers, Yahoo!’s popular Q&A site.
The deal is part of a long-term strategy to make Yahoo! the home of online sport in the UK. Currently only behind Sky as the largest commercial sports site in the UK*, Yahoo! is now in the second season of its three-year deal with the Premier League for the exclusive rights to show short-form online Barclays Premier League highlights to UK users.
Weekend Barclays Premier League games can be found on Yahoo! at http://uk.eurosport.yahoo.com/football/premier-league/video/ from just after midnight on Monday morning, while weeknight games go live the following morning. Yahoo’s Premier League coverage now has regained as season-long sponsor, is supported by a marketing campaign that features digital outdoor and is driving engagement through the launch of Yahoo! Your Goals - a newsletter delivered direct to the inboxes of registered users on Monday mornings with links to their team’s Barclays Premier League highlights.
Andrew Cocker, Yahoo’s European Director of Consumer Marketing said: “Our partnership with The League Managers Association gives Yahoo! a genuinely differentiated and authoritative voice to accompany our Premier League highlights”
Cocker continued: “As the premier digital media company, Yahoo!’s investment in the LMA is consistent with our desire to deliver original and compelling content to our 27 million UK customers”.*
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