Carmaker, Pizza Hut, and Miller Lite reap rewards of Yahoo's strong sports presence.
While Yahoo's recent struggles have been well-documented, it's sports content efforts remain a bright spot for the company and its brand advertisers. Sunnyvale, CA-based Yahoo says it has seen a 15 percent lift in new fantasy football participants for the 2011 NFL season compared to last year. Dedicated fantasy sponsors Toyota, Pizza Hut, and Miller Lite are the beneficiaries.
A Yahoo spokesperson told ClickZ News that the company "saw 26 days of six-figure sign-ups heading into the [NFL] season," which kicked off last night. ComScore's July numbers also indicate Yahoo Sports is performing strongly, reporting that the brand beat rival ESPN.com for unique visitors, 48 million to 36 million.
On the fantasy football sponsorship level, brands like Toyota are not just appearing online, but also through Yahoo Sports mobile and social plays. For instance, the carmaker is sponsoring Yahoo's fantasy football iPhone/Android app, iPad app, the "Citizen Sports" app on Facebook, and other social placements. It's the brand’s fifth year as a Yahoo fantasy football sponsor.
Toyota credits its five-year sponsorship with driving significant lift in brand metrics and traffic to its mobile and websites.
"Yahoo's game is the largest of all fantasy football games," said Toyota Senior Media Strategist Kim Kyaw. "It's a diverse audience that is incredibly passionate and engaged. It's hard to find programs online that offer the same level of built-in reach and engagement over the course of the football season."
Pizza Hut is also an iPad sponsor. And, the retail chain is running banners within Yahoo's fantasy football game, while sponsoring a sweepstakes for players who want to win a trip to Las Vegas.
Lastly, Miller Lite is sponsoring the fantasy league's recent mock and live player draft features on Yahoo’s iPhone/Android app. Consumers' last chance to join a league and draft a team is Oct. 21.
Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
March 24, 2015
12:00pm ET/9:00am PT