Procter & Gamble, Visa, Citi top Yahoo Olympic sponsor roster

Having already committed to what might be the most ambitious event coverage in its history, Yahoo (s yhoo) on Tuesday revealed some of the key sponsors backing its London Olympic Games coverage: Citi (s c), Visa (s v), Transamerica and Procter & Gamble (s PG) headline a list of more than a dozen adveritsers.
“This will be the biggest media event we’ll cover for the year, if not in the history of Yahoo,” said Ken Fuchs, VP of global media for Yahoo.
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With 27 reporters on the ground in London — more than double Yahoo’s allotment for the 2010 Winter Games — and 25 regional sites covering the games in 12 languages in more than 200 countries, Yahoo is expecting a global audience of more than 700 million viewers over a two-week span.
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“This will showcase what you can do even though you don’t own the broadcast rights,” noted Fuchs. “If you look at past Olympics, there were more [viewing] minutes generated without the ability to live stream official events.”
Of course, Yahoo isn’t publicly revealing any revenue expectations for its coverage. But its business model seems to compare favorably to that of Comcast/NBCUniversal, which is paying $4.4 billion for U.S. Olympics broadcast rights through 2020 — and already reported a $200 million loss on the 2010 Winter Games.
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Here’s how Yahoo’s major Olympic sponsors are getting involved:
>> Citi is sponsoring the Yahoo Olympic Medal Count, which will be available to nationalist-minded, “USA!”-chanting medal trackers on PC and mobile platforms. Citi is also backing Sportacular, an app that allows users to get updates, stats and news on specific events.
>> Visa will back some of Yahoo’s social media elements tied to the games. (Yahoo, for example, plans to amply employ its IntoNow social TV division.)
>> Transamerica will team with Yahoo to produce a video series, Tomorrow Makers, which will offer preview coverage of the next day’s events, profiles of the participating athletes, medal predictions and other content.
>> Procter & Gamble will sponsor a wide swath of Yahoo Olympics programming at both the corporate level and for its individual brands.