Internet services company Yahoo somehow has entered into sporting arena and has secured exclusive UK online highlights rights as for the English Premiere League from 2010 to 2013. The multi-million pound deal that is starting from August now will have Yahoo.co.uk as an official broadcaster that will telecast five minutes highlight packages for every Premier League match. However, this deal has as similar as contents like as that Yahoo.com in the US has with basketball and ice hockey teams.

Earlier under this deal was with Virgin for the past three years. Under this deal being as having ownership of telecasting rights, Yahoo UK has told it would be able to offer video advertising packages to the leading global brands around its highlights clips. Yahoo chief executive Carol Bartz on the UK Premier League highlights deal told that Yahoo will also own the rights in the UK to syndicate all or part of the Premier League highlights content to third parties.

Rich Riley, Yahoo’s European managing director, described the deal with the Premier League as good news for both its users and advertisers. The highlights will be telecasted from midnight on Sunday after weekend matches and at midnight the same day for midweek fixtures. This is an example of modification of sports into new media. “The way fans access Barclays Premier League action is growing ever more diverse and sophisticated,” told Richard Scudamore, chief executive of the Premier League. “The online highlights package is an important medium for supporters of all our clubs to be able to follow match action.”

Premier League