Yahoo has finalized a deal with the NHL which will allow the company to stream four live NHL games each week. Yahoo Sports and Tumblr will deliver free access to live games, highlights, and more without requiring a cable subscription or authentication.
The partnership starts immediately and runs through the end of the 2016-17 season. The deal itself provides great ad revenue opportunities for Yahoo because they get to sell their own spots during the games. The company also plans to offer advertising to brands on the website stream.
Digital media companies have taken the plunge into acquiring live sports programming because the events are attractive to millennials who have a stronger interest in watching video on computers, tablets, and mobile devices.
Altogether, Yahoo now has partnerships with Major League Baseball, the PGA Tour, and German soccer club Bayern Munich. In October, they became the first major online company to stream an NFL game.