Sports video is a
perennial favorite for advertisers trying to connect with male viewers, and this week brought several new content-sharing deals for major online publishers, including a partnership between USA
and NeuLion and another tie-up between Yahoo and Stack.
Under the terms of the first deal, USA Today Sports Media Group will get access to content from NeuLion’s
network of college sports publishers, including over 170 NCAA team Web sites.
The partnership also calls for shared sales of digital advertising sponsorships, as well as joint production
and syndication of content across both NeuLion’s online sports network and Gannett Co.’s own range of college sports platforms, including USA Today Sports, the Amway Coaches Poll for
college football, and Gannett’s network of 81 local newspapers and 42 local broadcast TV stations.
Together, USA Today Sports and NeuLion claim they will reach over 50 million
unique sports fans per month, through channels including team Web sites, local newspapers and TV, and mobile apps. The partnership will kick off with the 2013 NCAA Men's Basketball Tournament.
Last week, USA Today Sports Images launched a new online photo product store for soccer fans in partnership with Major League Soccer and Brand Affinity. The deal gives Brand Affinity rights to
produce products, including reprints, greeting cards, mugs, ornaments, magnets, coasters and other items featuring MLS photos.
Also this week, Yahoo Sports and Stack Media formed an
exclusive content, sales and promotional agreement. Under the terms of the deal, Stack will license its performance-oriented videos and articles, in which pro athletes and coaches share training tips
with viewers, to Yahoo Sports and other Yahoo properties. The agreement also calls for cross-promotions and integrations of Yahoo Sport’s fantasy sports products and Rivals.com college sports
destination into Stack properties.
Stack and Yahoo Sports will continue to maintain separate Web sites and editorial operations, but will also collaborate on new video content and
branded content for advertisers.