CORRECTED-Yahoo, NHL enter pact to stream four live games a week

Thu Mar 10, 2016 3:57pm EST
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(Corrects to Adam Cahan, senior vice president of Yahoo video from senior vice president of mobile and emerging products, paragraph 5)

By Deborah M. Todd

SAN FRANCISCO, March 10 (Reuters) - Yahoo Inc has entered into a partnership to stream live National Hockey League broadcasts, part of its push to use sports to draw in millennial viewers and the advertisers who want to reach them.

Starting with Friday's match between the Philadelphia Flyers and the Tampa Bay Lightning, Yahoo will provide access to live games that are outside a viewer's home market, game highlights and additional content for free on the Yahoo Sports homepage and on Tumblr.

Yahoo will stream four NHL games per week. Financial terms of the deal were not disclosed.

Yahoo also has a separate deal with NBC Sports to stream two additional games per week.

Adam Cahan, senior vice president of Yahoo video, said the deal helps advertisers reach millennials, an elusive demographic, as they are unlikely to see games on TV due to shifting viewing habits.

The effort is also an attempt to build off of Yahoo's first-ever global live stream in October of an NFL match played in London. Yahoo guaranteed advertisers 3.5 million viewers for that event and delivered around 15.2 million.

Since then, the NFL has opened up discussions with Yahoo and several other Internet companies to live stream all three games broadcast in London during the 2016 season.   Continued...