Yahoo Chooses Regaine as Sponsor for Premier League Highlights Offering
Yahoo has officially announced that it has accepted hair-loss treatment brand Regaine as sponsor of its Barclays Premier League highlights package for the upcoming season.
While the financial details have not yet been disclosed, Regaine's branding will appear on the Yahoo Football page, and will feature in pre-roll ad slots before the coverage is aired as part of the deal.
Carat Sponsorship brokered the sponsorship agreement. The move is aimed at the Regaine brand becoming part of the "Monday morning conversation" where football fans discuss their teams' previous performance.
Yahoo's three-season long deal with the Premier League, which kicked-off last year, allows it to screen online highlights packages of the previous weekend's games each week, both via PC's and tablets devices using Wi-Fi.
A Yahoo spokesman has explained that their highlights package has helped boost Yahoo Sports' monthly audience by 27% year on year to 3.7m unique monthly users by this July. The success of the partnership is evident when compared to the ComScore research which measured 2.9m users in August 2010.