Paul Heyman inks deal to provide web content for Yahoo

Per an exclusive report from The Wrap, Paul Heyman has a new job to keep him busy while his client, Brock Lesnar, is on the farm in Minnesota with his family.

The WWE performer, talent agent and online entrepreneur will begin working with Yahoo's Turnstile blog - the sports entertainment wing of their Sports section. His deal will be to distribute content from his popular YouTube channel and website, Heyman Hustle, and create exclusive original material. The latter specifically includes "A Day in the Life of the Advocate," a Yahoo Studios production described as covering "how Heyman balances his public persona life managing WWE Superstar Brock Lesnar with the daily requirements of his marketing agency."

Kicking off on Mar. 28, the partnership is timed to WrestleMania 32, and event Heyman will be promoting heavily due to Lesnar's scheduled match with Dean Ambrose in AT&T Stadium on Apr. 3.

Though there's been rising criticism, including from this writer, of Paul E's act on WWE television growing stale, there's no denying his keen marketing mind. Heyman moved his focus online and to shareable content years ago - a move WWE is still embracing - and this arrangement with Yahoo will just bring that already popular material (his videos average a million views, and his website attracts between 3 and 4 million unique visitors a month) to a wider audience.

So be on the lookout for #HustleBootyTempTats pics on Yahoo in a couple of weeks, Cagesiders.