Yahoo! and Virgin Media latch on to new football season

Yahoo! has launched its Premier League online highlights coverage with video advertisers including Adidas, Heineken, BT and Sony Pictures, while Virgin Media has created another online destination for football fans watching live matches.

Yahoo!: Premier League highlights site
Yahoo!: Premier League highlights site
Yahoo! won the rights to show up to five minutes of coverage from every Premier League game from the seasons 2010 to 2013 in April this year.

Yahoo! is backing its coverage with multi-million pound marketing campaign across the rest of the year with the strapline: ‘Miss a game? We didn’t’.

After each weekend’s matches, Yahoo!’s highlights will be available just after midnight on Monday morning, with weekday games going up at the same time the next day.

As well as match highlights, Yahoo! users in the UK can see a variety of ‘best-of’ packages including ‘Best Goals’, ‘Best Saves’, ‘Tactical Debate’  and ‘Team of the Week’.

Users can share links to the highlights via Yahoo!, Facebook and Twitter.

Mark Rabe, managing director of Yahoo! UK, said: "Following on from the success of Yahoo!’s World Cup activity with David Beckham, our ambition for Barclays Premier League coverage is for Yahoo! to become your home for football online - whether you’re a user or an advertiser."

Promotion for the service will run across radio and digital, with a partnership on XFM supported by a digital campaign that mixes search engine marketing, direct response and rich media executions on some of the UK’s largest football sites.

Virgin Media has also announced a new app ‘Sofa Stadium’ incorporating match statistics, social networking and real-time voting, designed for fans to visit while watching live Premier League football matches on TV.

It offers Virgin Media the chance to highlight its line-up of Sky Sports channels for its pay-TV subscribers.

Cindy Rose, executive director of digital entertainment at Virgin Media, said "Sofa Stadium is the perfect place for armchair supporters, commentators and managers alike, to get actively involved in football, and a brilliant way to bring together the multi-screen entertainment experience.

"A perfect companion for fans looking to get the most of their football experience, Sofa Stadium provides an incredible way to enjoy the beautiful game, especially with Sky Sports now available in HD on Virgin Media."

Sofa Stadium was designed by digital agency Spike.