underwater australasia forms new partnership with Yahoo!7

underwater australasia is Yahoo!7's new main content partner for diving information on their new adventure sports channel BANZAI.

Yahoo!7 is launching a new men’s lifestyle destination, BANZAI, in a move to attract a new male audience. The new site, which will be part of the Yahoo!7 Network, is aimed at Australian men aged 25-45 years and focuses on fitness, adventure and boardsport lifestyles.

BANZAI caters for both the active sportsman, and the sports enthusiast in six sporting categories including running, cycling, multi-sport, surf, snow and adventure. The new site will offer content from some of Australia’s leading brands, information about upcoming events, competition results, and practical how-to information.

Over 30 Australian brands have already partnered with BANZAI at launch, including us at underwater australasia as well as Billabong, Swellnet, Mesurf.com.au, Winter Volume, Powderhound and Snowboarder Magazines.

The site also hosts blogs from over 35 leading athletes and coaches including national and world champion mountain biker Caroline Buchanan, fitness expert Guy Leech and elite adventure racing athlete and coach, Jarad Kohlar.

Kath Hamilton, Director of Audience at Yahoo!7 said, “We identified a gap in the market for a site dedicated to boardsports, men’s fitness, and adventure, and after many months of research and development, BANZAI was born. We wanted to make it easier for men to live their lives – to be inspired, to participate and to share their experiences. BANZAI is about getting out and getting involved,” she said.

“We are excited to be bringing this unique offering to the Australian market, and with the strength of our partners, we are confident that BANZAI will quickly become a leading online destination for men’s lifestyle. For advertisers the BANZAI audience will deliver a highly engaged premium audience with commercial intent,” she said.

The new site is expected to have an audience at launch of 400,000 people and has a range of advertising options available.

The beta version of BANZAI was launched on Thursday July 29 and be accessed from this site simply by clicking on the BANZAI link in the new header or simply go to banzai.com.au.

Contributed by Tim Hochgrebe added 2010-08-15