News Corp., Yahoo! Enter Marketing Relationship

Yahoo Inc. signed a marketing deal with Rupert Murdoch’s News Corp. in which the portal and search site will launch a national media and marketing campaign intended to span network and cable television properties and the Internet.

To launch the relationship, Fox and Yahoo are teaming up on Super Bowl Sunday with promotional spots and commercials throughout Fox’s pre- and post-game programming, including the final commercial leading up to the kick-off. As part of its advertising campaign, Yahoo is a sponsor of “Family Guy,” which debuts immediately following the Super Bowl on Sunday. Following the Family Guy premiere, Yahoo will host a live online chat with the series creator and executive producer, Seth McFarland, at 9 p.m. PT.

“This relationship brings tremendous value to both News Corp. and Yahoo, and we’re particularly pleased to launch the relationship on one of the most significant days of the year for TV–Super Bowl Sunday,” said Jeff Mallett, president and chief operating officer at Yahoo. “News Corp. is providing Yahoo with a multi-dimensional program that maximizes the strengths of their diverse media resources. We also believe there is a strong brand fit between Fox and Yahoo, and by working together we can continue to strengthen our connection with consumers in fun and innovative ways.”

“For the first time, we are joining nine of our most important entertainment and news outlets with Yahoo. . .Leveraging the strengths of Yahoo and News Corp., we expect to reach new audiences through an innovative combination of media, marketing, and programming initiatives,” said Peter Chernin, president and chief operating officer of News Corp. Financial arrangements were not disclosed.

Yahoo’s national network and cable TV advertising campaign on Fox Broadcast will include prime time and late night advertising on Fox Sports, NHL Hockey and Major League Baseball. The relationship is also intended to include tie- ins and cross promotions between Yahoo and Fox Sports Net, the national cable sports programmer; the Fox Television Station Group; FX, Fox’s general entertainment cable channel; Fox News Channel; Twentieth Century Fox Film; Fox Music; and, Fox Interactive.

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