Turner Broadcasting System and Yahoo! have made a multiyear strategic content and advertising deal for sports-related content.

Turner will exclusively represent online advertising sales, including display, sponsorship and video advertising, for Yahoo! Sports’ NBA, golf and NASCAR pages. Turner will also obtain advanced targeting technologies, allowing the company to sell ads based on a consumer’s affinity for NASCAR, golf and NBC content.

Meanwhile, Yahoo! Sports will gain access to basketball, golf and NASCAR content from Turner league sites NBA.com, PGATour.com, PGA.com and NASCAR.com. The deal will provide Yahoo! Sports with live on-demand video, leader boards and editorial content from Turner’s properties, expanding their reach. Turner’s league sites will also have fixed placements on Yahoo! Sports’ respective NASCAR, golf and NBA pages.

“Our relationship with Yahoo! provides tremendous benefits for our online consumers, who will receive enhanced coverage of NBA, PGA Tour, PGA and NASCAR news and events. Aligning with Yahoo! Sports adds another dimension to our digital platforms and enables us to extend the distribution of content and advertisers' marketing messages by leveraging each company's national audience. We're confident this arrangement will prove very beneficial to our advertising partners,” David Levy, president of Turner Broadcasting Sales, said in a statement.