Buick believes its latest sponsorship campaign can help the brand promote its lineup of vehicles — especially the Regal — through Yahoo News, which claims to have an audience of more than 90 million monthly visitors.

The nameplate last week signed on to be the lead sponsor for "Weekend Edition" on Yahoo News, a new program that’s meant to offer compelling original video and relevant editorial content for the weekend audience.

Site officials explained Weekend Edition programming is set to cover a wide range of topics, including travel and leisure, culture, family and healthy living. In addition to featuring content from across the Yahoo Network and from Yahoo’s content partners, Weekend Edition is meant to be anchored by an original video series with several high-profile hosts, including:

—Dominique Dawes, a three-time Olympic gymnast who contributed to Yahoo Sports as an analyst and correspondent from the Olympic Games in China and Vancouver.

—Harry Hurt, an award-winning journalist and author of six books and the Executive Pursuits column in The New York Times, for which he hosted related Web videos

—Jim Brasher, host of the new series Way of Life that will air on The Discovery Channel’s international outlets

Yahoo insisted Buick will be seamlessly integrated into the Weekend Edition experience. One element of the integration is a branded segment, “Discovered by Buick,” at the end of every video, which is geared to relate to the video content.

The site noted Weekend Edition will live on Yahoo News and be promoted across the Yahoo Network.

Craig Bierley, director of Buick GMC advertising and sales promotion, elaborated about why the brand decided to sponsor this Yahoo initiative.

“By working with innovative media partners, Buick is able to connect with consumers through their favorite news and entertainment sources,” Bierley stated.

“As the exclusive sponsor of Yahoo’s new Weekend Edition, we look forward to millions of people discovering the all new Buick Regal performance sedan,” he continued.

Mark Walker, vice president and head of Yahoo News, also described how Buick should mesh with the website’s latest endeavor.

“With Weekend Edition, we’ve established a destination that features lighter lifestyle-oriented news programming, which we already know is more popular with our weekend audience,” Walker pointed out.

“This program also aligns perfectly with Buick’s target demographics and brand attributes, which makes Buick an ideal partner for Weekend Edition,” he added.

Yahoo contends it has a long history of developing and distributing original premium programming that seamlessly incorporates advertiser messages into creative content.

Site officials highlighted “Primetime in No Time,” what they believe is the most watched original program online; “Tech Ticker,” what they claim is the most watched finance show online; and “Who Knew?”, which they said recently became the most successful original program to launch on Yahoo with more than 40 million streams in the first four months.