Yahoo and TBS enter sports-centric alliance

Yahoo and Turner Broadcasting System announced on Thursday a multi-year content and advertising alliance.

Under the agreement, Yahoo Sports will gain access to content from the league sites of the National Basketball Association, the Professional Golfers' Association, and the National Association for Stock Car Auto Racing that are managed by Turner Broadcasting. And, in turn, Turner Network will be able to exclusively sell all display, sponsorship, and video advertising in Yahoo Sports' NBA, Nascar, and golf pages on Yahoo Sports.

On Yahoo Sports, Turner will provide live and on-demand video, leaderboards, and editorial content for the NBA, Nascar, PGA Tour and PGA pages. The league sites will also receive their own fixed location on the relevant sports pages.

The agreement is part of a publisher partnership strategy Yahoo began during the fall, which aims to create an interdependent advertising-reseller network.

"By aligning with Turner and enabling them to extend Yahoo inventory to sell to advertisers, we will engage the most targeted audience of sports enthusiasts available on the Internet, " Todd Teresi, senior vice president of Yahoo's Publisher Channel, said in a statement.