Yahoo this week launched "Out of Bounds," a 3-minute sports show that's sponsored by Snapple.
The program, hosted by Frank Nicotero, looks at bloopers and lighter moments in sports from the previous week. The first installment, which launched Feb. 22, featured Tiger Woods' press conference, the Olympics and Mark McGwire's first day at spring training (Nicotero noted that McGwire was the only one there with an asterisk above his head.) The show is housed on Yahoo Sports. The Yahoo home page will also drive traffic to the site.
Snapple is the title sponsor of the show. A Snapple logo appears above the screen, on the screen and there's a plug for Diet Snapple at the end, plus a 30-second ad. "[Viewers] are going to know that this was brought to life by Snapple," said Erika Nardini, vp of packaging at Yahoo. Snapple is on board for a six-month run, the same time alloted to the program. Nardini added that the content fits well with Snapple's brand image. "They're very good at what they do, but they don't take the product or brand too seriously," she said of Snapple.
Financial terms of the deal were not disclosed.
Yahoo's first branded entertainment deal was with Pepsi for Pepsi Smash in 2005. Since then, Yahoo has done many others including What's So Funny?
, which launched in November 2009; and Daytime in No Time
, a recap of daytime programming sponsored by JCPenney. Nicotero also hosts Primetime in No Time
, a wrap-up of primetime programming.