Turner Broadcasting, which manages the websites of NASCAR, the NBA and PGA golf, has signed a deal to share that content with Yahoo Sports.
In exchange, Turner will take over the online ad sales of the Yahoo Sports pages dedicated to auto racing, basketball and golf.
Turner doesn’t regard the deal as a snub of its sister Internet-service provider AOL because Yahoo gets more consumer hits on its sports pages than AOL. Also, the Yahoo deal is not exclusive; Turner is in talks to engineer a similar arrangement with AOL.
Yahoo will collaborate with Turner in technologies that allow it to target Internet users who are, say, fans of racing so that advertisers can pitch their products directly to those people.
In addition to the editorial content from the Turner sites, Yahoo Sports will get lots of live and on-demand video.
The dealmakers were David Levy, president of Turner Broadcasting Sales and Turner Sports, and Todd Teresi, senior VP of Yahoo’s Publisher Channel.