NBCUniversal and Yahoo announced Monday that they have extended their digital content and promotion partnership to include the network's digital video rights to the 2014 Winter Olympics in Sochi, Russia.
In addition to providing live streams of competitions and video highlights from the Games, the partners will jointly develop digital segments of news and analysis that will be promoted on Yahoo and NBCOlympics.com, the Web portal said in a company blog post. In addition, Yahoo content and products, such as Yahoo Search, Flickr, and Tumblr will be integrated into NBC's broadcasts of the Games.
"For the first time, our audience can watch everything unfold on the live and on-demand NBC Olympics experience from Yahoo," Ken Fuchs, vice president of Yahoo Sports and Yahoo Games, said in a statement.
The partnership on digital content from the Olympics is an extension of the alliance the two companies announced last December that combined the Web company's sports reporting with NBC's television presence and digital resources.
The collaboration builds on Yahoo's ambitions to raise its profile in other media as an entertainment platform. While trying to clear up any confusion on what the company's goal is, Yahoo CEO Marissa Mayer was straightforward: The company's core verb is entertain.
"Some companies aim to connect. Some companies aim to organize," Mayer said during a "fireside" style chat at the Dreamforce conference last month. "Us, it's been around entertaining."