Yahoo! Canada and Transcontinental Media-published magazine The Hockey News have announced a content-sharing partnership.

The deal will see content from The Hockey News featured across Yahoo! Sports, and Yahoo!’s hockey coverage will be integrated into the print and online versions of The Hockey News. As part of the deal, Yahoo! Canada sports writers will be writing for Thehockeynews.com.

While the deal does not include sharing of advertising opportunities, Paula Presley, executive director of sales at Yahoo! Canada, says the additional sports content will open up opportunities for advertisers.

“The advertiser benefits of the deal are clear,” she says. “When our leading media assets and consumer insights are combined with a marketer’s messaging, products, offers and imagery, we can work together to create a custom solution that reaches the desired audience with scale and impact. We can leverage everything from rich media ads, smart ads, social integration and takeovers to sponsorships, co-branded content and seasonal opportunities.”