Red Bull gives Yahoo! wings

Energy drink signs on as first content partner for Adrenaline.

Yahoo! Adrenaline is off to a flying start. The portal’s newest online video channel, which launched last week, has recruited Toronto-based Red Bull Canada as a content partner. The energy drink brand has plenty of heart-racing video footage to share from its multitude of events, including its soap box derby in Vancouver and its street ball competitions across the country.

Yahoo! will be on-site this weekend at the second annual Red Bull Flugtag (flying day) Yahoo! staff will be filming the shenanigans (people trying to ‘fly’ over the Ottawa River in home-made contraptions), as well as cruising around in a branded Mini offering onlookers free internet access.

Adrenaline features video footage of all things extreme, from ‘shark surfing’ to wild unicycling. All content is produced professionally.

‘Adrenaline is for the young at heart and the young of age,’ says Iain Wilson, director, business development, Yahoo! Canada, explaining that the channel’s target is based more on psychographics than demographics.

He says they’re currently looking for more brands to partner with. Those that have their own content are ideal, but he says there will also be sponsorship opportunities and eventually more traditional real estate like banners and pre-roll available. Yahoo! is still working out ad pricing for the channel.

Other partnership deals were still being finalized at press time.