The first brief is to position Yahoo as the home of football online. The company has just acquired the rights to show five minute highlights from every English Premier League game until 2013. These will be shown at midnight on a Sunday, or midnight on the same day for mid-week games.
The second brief is to promote Yahoo as an advertising platform to the advertising and creative industry. The company is keen to shake off perceptions that it is old fashioned and outstripped by Google for search, or Apple for technological advances.
Yahoo saw up to seven agencies for credential meetings, before shortlisting four to pitch including Idea Generation and Mandate. The pitches took place last week.
The agency will report into head of PR Damien Peachey. Neither Peachey or Mandate could be reached for comment.
Yahoo signed up former England football captain David Beckham as its first global sports ambassador in June, in a bid to be seen as a one-stop-shop for exclusive sports content.
The company ran a global campaign with Havas Sports & Entertainment and Euro RSCG 4D around the World Cup: ‘the world’s biggest penalty shoot-out competition.’ At the time of launch in May, Yahoo’s V-P of sports & entertainment marketing Chris Cassidy told PRWeek the campaign was an attempt to ‘continue Yahoo’s vision of being the centre of people’s online lives’.