Yahoo signs soccer’s Beckham as brand ambassador

* Beckham signs deal through September with Yahoo

* Will provide exclusive content for online media company

* However, he will not comment during World Cup tournament

By Ben Klayman

DETROIT, June 8 (BestGrowthStock) – Yahoo Inc (YHOO.O: ) said it
signed British soccer star David Beckham as a brand ambassador
ahead of the World Cup tournament in a move to draw more users
to the online media company’s products.

Under the deal announced on Tuesday, Beckham will be
featured on Yahoo websites and products exclusively before and
after the World Cup, which begins in South Africa on Friday, as
well as in company marketing.

Financial terms of the deal were not disclosed

The deal runs through the end of September to take
advantage of the start of 2010-2011 European soccer seasons,
and the first print and outdoor ads featuring the English
soccer star will appear in Britain later this week, said Andrew
Cocker, head of Yahoo marketing in Britain.

“Yahoo will allow me to interact one on one with as many
football fans as possible talking about the game I love,”
Beckham said in a statement.

However, due to commitments with the English soccer team,
Beckham will not comment on the 2010 World Cup during the
tournament, Cocker said.

“It’s not just a World Cup deal for us,” he said in a
telephone interview. “This is a partnership with David going
through into the course of next season.”

The Beckham deal is another step in Yahoo’s push to boost
its sports offerings.

In April, Yahoo acquired the exclusive rights for online
video highlights in Britain for English Premier League soccer
from 2010 through 2013, and it also has similar deals with the
National Basketball Association, National Hockey League and
Major League Baseball in the United States.

As part of the deal, Beckham, who is not playing in the
World Cup due to a ruptured Achilles tendon, will be featured
in a multimillion-dollar global marketing campaign in select
markets throughout and beyond the World Cup. Beckham played in
the previous three World Cups.

The campaign, which focuses on highlighting specific
products, services and experiences on Yahoo, is meant to drive
more people to search, use and talk about Yahoo, the company
said.

Fans will have access to exclusive content from Beckham in
addition to Yahoo’s existing microsites, mobile experiences,
fantasy games and search tools for more than 20 countries.

Three main components to the deal include a David Beckham
page within Yahoo Sport’s coverage of the World Cup, where
Beckham will share his thoughts on playing in three consecutive
tournaments; the opportunity for soccer fans to ask Beckham
questions through various Yahoo channels; and Beckham’s
participation in the marketing campaign.

Stock Market Today

(Reporting by Ben Klayman in Detroit; Editing by Tim Dobbyn)

Yahoo signs soccer’s Beckham as brand ambassador