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The activity, which breaks today (28 October), runs across Times Online, Sky's online portfolio and the Wall Street Journal's wsj.com.

It is aimed at promoting the brand's sponsorship of the Investec Rugby Challenge Series.

News Corporation, owner of Times Online, the Wall Street Journal and the biggest shareholder in BSkyB, is looking at leveraging tie-ups with its multiple brands. One is the recently launched client-facing initiative, Fusion, which pools together the commercial clout of Sky and News International.

The Investec campaign will use behavioural targeting to identify corporate-level individuals and high earners who have a keen interest in rugby.

The deal, brokered by Agenda21, will include branded leader boards, skyscrapers and MPUs and will run for one month.

Separately, The Times is launching a series of in-paper supplements with a focus on the UK region or business sector. They have been supported by Lloyds TSB and will run for a year.