Why Yahoo Is Treating the NFL's First Online-Only Livestream Like It’s the Super Bowl

More than 30 advertisers are on board

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Yahoo is ready for its close-up.

On Sunday morning, the 20-year-old Web portal will become the first online outlet to exclusively carry an NFL game when it streams the Buffalo Bills-Jacksonville Jaguars matchup from London's Wembley Stadium.

For Yahoo, this may as well be the Super Bowl.

The company is pulling out all the stops, including launching a dedicated website and Twitter hashtag, #WatchWithTheWorld. Despite the early-morning game time (9:30 a.m. on the East Coast) and a pair of teams that don't garner much national attention, Yahoo was able to sell out its inventory, booking major brands including Toyota, American Express, Citi and Microsoft among the more than 30 advertisers that signed up.

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