NewsCorp-owned Fox Sports has forged a £200 million alliance covering marketing, sales and content with online portal Terra Lycos.

In a bid to boost both brands, Fox will promote its programming – available to 100m households across North America – on Lycos, which will in turn receive spots on Fox channels.

Moreover, Lycos, which claims 109m users globally, will use as its principal sports destination, and will feature the site on its homepage.

The duo will target their respective users with co-developed marketing campaigns and promotions.

News source: BrandRepublic (UK)