Monday
Jul122010

TBS' Turner Sports Adds Sports Illustrated Online To Its Web Of Digital Operations

July 12, 2010: Turner Broadcasting System said it has signed a deal under which Turner Sports would handle the business, technical and marketing aspects of Sports Illustrated's Web site and also that of Golf.com, both of which are owned by Time, Inc., which also is the parent company of TBS.

The pact adds SI.com and Golf.com to a roster of almost 20 digital properties being handled by Turner Sports, including the NBA's entire digital portfolio, Nascar.com, PGAtour.com, PGA.com and the TBS Hot Corner on MLB.com. Financial terms of the alliance were not disclosed.

Under the union, Turner Sports would be responsible for business and technical operations, ad sales, product management and marketing for SI.com and Golf.com. The two organizations will collaborate on multiplatform sales across their collective properties and will also collaborate on the production of new mobile products and applications. Sports Illustrated will create all editorial content across each of its platforms: the flagship magazine, its Web sites, mobile and the recently launched tablet version of the magazine.

In addition to its digital portfolio Turner Sports broadcasts a number of events on TBS, TNT and truTV, including the NBA, MLB, Nascar, the PGA Championships and, beginning in 2011, the NCAA Division I Men’s Basketball championship.

“The deal . . .  provides greater opportunity for advertisers to expand their reach and activate innovative marketing opportunities to access more potential consumers across multiple platforms," David Levy, president of sales, distribution and sports for TBS, said in a statement. "By leveraging Turner’s vast digital sports and entertainment portfolio, we expect to provide additional display, sponsorship and video advertising opportunities for SI.com and Golf.com.”

According to Terry McDonell, editor of The Sports Illustrated Group, “SI’s journalism already powers extremely successful digital platforms that lead in every category from breaking news to community, creative design, info graphics and photograph. That makes this partnership the next step in an evolution for both SI digital and Turner that will make both stronger.”

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