Yahoo Teams Up With StarHub to Launch Premier League Topic Hub


Yahoo and StarHub, Singapore’s official broadcaster of the Premier League, have teamed up to launch a dedicated Premier League topic hub on Yahoo Singapore. A one-stop destination for avid Premier League fans, the topic hub will comprise all the latest news, results, analyses, and player transfers during the 2022/23 season.

As part of the campaign, which will run till 31 December 2022, readers will be able to access all Premier League-related content within the topic hub - featuring a mix of Yahoo’s editorial and aggregated content and StarHub’s branded content that includes pre-match predictions, post-match reviews, and team and player analyses. Connecting users to their passions and as part of efforts to continually reinvigorate content, the topic hub will see the launch of an all-new “Footballing Weekly” talk show that discusses the latest news and issues surrounding the exhilarating football action, co-hosted by Yahoo editor, Chia Han Keong, and author and Yahoo columnist, Neil Humphreys.

With an increasingly challenging landscape for brands to secure consumer attention in today’s hyper-connected world, the campaign seeks to break through the clutter with the straightforward premise of connecting users who are interested in Premier League content with StarHub and its Premier League offerings. Amidst the rising popularity of the Premier League in Singapore, the campaign will serve as the twelfth man to StarHub’s exclusive Premier League offerings - combining the best of contextual advertising and branded content into a relevant, useful and seamless branded experience for StarHub and its target audience.

The takeover will see the StarHub Premier League banner replacing the regular Yahoo banner with a prominent feature on the hub, alongside other StarHub ads that take readers to StarHub’s online store to explore the Premier League offerings and packages. The campaign will also be promoted through Yahoo native ads and across Yahoo’s owned social media channels.

“At Yahoo, we constantly explore new and interesting ways to help brands and advertisers connect audiences to their passions. This campaign is a great example of employing creative and simple solutions, backed by our unified ad tech stack and ad solutions, to meet audacious ambitions and unlock the full value of marketing at scale. As a key destination for news, finance, sports, and lifestyle content, we look forward to giving consumers more of what they want and helping brands drive meaningful connections,” shared Carol Tay, senior director sales Southeast Asia, Yahoo.

“As the proud home of the Premier League for the next six seasons, our collaboration with Yahoo matches our aspiration to bring the Premier League to Singaporeans through an immersive, feature-rich, and multi-platform over-the-top service. We are eager for as many football fans to enjoy this enriched viewing experience, at a fraction of the price the Premier League was offered in prior seasons. To that end, we struck up a partnership with Yahoo, tapping on their strong editorial lineup of Premier League-related content alongside branded content pieces that will reach our ideal target audience through their engaged sports readership,” said Maneesh Varma, vice president of marketing, StarHub.


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