Yahoo is paying an unspecified amount to be "the exclusive online sports content, social networking, and photo and video sharing partner" of the San Francisco 49ers' new stadium in Santa Clara, Calif. The agreement means they Yahoo will brand the fantasy-football lounge, among other perks, as the company looks to drive traffic to its site. "This is a precursor of things to come. Online brands are struggling to create new ways to engage their users," says Allen Adamson of Landor Associates.

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