MediaPost reports that Jaguar North America will now serve as a key advertiser on the Yahoo Mobile site dedicated to news and information on the NCAA men's basketball tournament:

"The site offers updated scores via mobile alerts and content from Yahoo Sports and Rivals.com. Jaguar's ads will run on Yahoo Mobile's NCAA home page and inside the mobile alerts Yahoo! will send to its mobile users."

The report said that Jaguar is aiming the campaign at auto enthusiasts with a household income of more than $150,000 and will to spend more than $50,000 on a car. "Previously, Jaguar bought targeted banners across Yahoo Mobile sites and front-page roadblock ads to build awareness of its XF sedan at the LA Auto Show in November," the report said.

The article lacked details about how the deal came about, but it's somewhat unusual for an advertiser to deal directly with a mobile site without being a part of a larger campaign across all online properties. Yahoo has tons of experience on the mobile side, though, so it wouldn't be unheard of.