Washingtonpost.com Assists the Caps

By: Ana Mantica

Integrating the Internet with sports, washingtonpost.com and the Washington Capitals hockey team have announced an agreement that will provide fans with complete online access to Capitals information, including exclusive reports and ticket purchasing. The unique agreement, which runs through August 2002, will bring together the two company’s interactive resources.

Site-wide advertising and promotion for the Washington Capitals will be provided through a new contextual box on the Post‘s Web site. The box, which can be seen on the lower right-hand side of http://www.washingtonpost.com/wp-dyn/sports/washingtoncapitals/, is titled “Caps Direct on washingtonpost.com.” The box contains links to updated statistics, reports, and ticketing links — all of which lead directly to washingtoncaps.com.

In turn, Washingtonpost.Newsweek Interactive will receive marketing support and an extended advertising buy on the Web site from the Capitals.

According to Don Marshall, washingtonpost.com’s director of communications, a 30-second video produced by washingtonpost.com will be shown during intermission at every Capitals home game to promote what’s happening on the Web site. Additionally, a washingtonpost.com ad will run in the team’s official publication, Breakaway magazine, and on sports radio 980 AM.

In a news release, Ted Leonsis, principal owner of the Capitals, said, “It’s an exciting way for fans to use the Internet to get even more enjoyment out of the game.”

Added washingtonpost.com CEO and publisher Christopher M. Shroder, “We’re using the unique attributes of the Internet to create an interactive community around one of the great sport teams in the D.C. area.”

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