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Dugout and Verizon Media agree advertising alliance

Football-focused digital media company Dugout has teamed up with Verizon Media in a deal that will provide new exclusive advertising packages through the latter’s sales teams and self-serve Demand Side Platform”.

As part of the deal, Verizon’s Yahoo Sports platform also gains access to Dugout’s library of football-related videos from members including Arsenal, Chelsea, Barcelona, Real Madrid, Bayern Munich, Inter Milan and Ajax.

The new Dugout content will be showcased as part of Verizon’s broader portfolio of premium owned and operated brands with its Verizon Media Ad Platforms technology.

Iván Markman, chief business officer at Verizon Media, said: “This new partnership, driven by our EMEA team, not only brings fantastic quality video content for Yahoo’s football fans globally, but also allows us to connect our advertising customers to millions more football fans around the world.

“It’s the world’s favourite sport and inspires huge loyalty and engagement on a daily basis, which hasn’t changed in recent times as people catch up on archive content and rewatch their favourite matches.”

The Verizon Media deal follows a series of agreements struck by Dugout last month. Maven, the publisher of Sports Illustrated, and Dugout signed a strategic content partnership for football fans in the US and Canada.

The deal marked Dugout’s first entry into the US market and significantly strengthened SI’s football coverage, which previously focused on text-based content. This followed on from similar agreements with Onefootball and Chinese sports streaming service PP Sports.

Commenting on the Verizon Media deal, Elliot Richardson, chairman at Dugout, said: “This partnership delivers significant value across Dugout’s stakeholders, supporting not only our clubs and fans but publishers, bringing Verizon Media’s global advertising power to our ecosystem.

“It’s an incredibly exciting opportunity for our stakeholders, supporting international and regional advertisers with highly engaged audiences, working together with our publishers who produce a wealth of premium content and our premium video from the world’s top clubs, and most importantly of course, for the fans – delivering the best experience for them globally.”