Yahoo!

Strategic Development / Partnership Negotiation & Activation / Content Creation

Challenge:

Yahoo! wanted to build national and global awareness for its brand and increase ad revenues as it competed with Microsoft, Netscape, AOL, Google, et al.

Solution:

Develop a leading position in sports through strategic partnerships with major events, teams and organizations using Yahoo! advertising inventory as a tool to offset marketing fees, drive awareness, generate content and drive revenue.

Results:

  • Used Yahoo! Ad inventory as barter to create over $100 million in partnerships with dozens of sports team and properties at about 10% of the cost.
  • Introduced on-line advertising and promotion to partners and advised them on how to use it to generate incremental revenue.
  • Helped develop initial fantasy sports product which generates significant revenue for Yahoo!
  • Lead to creation of Yahoo! Sports and a successful 8 year run in sports marketing.

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