Sports Illustrated and Fox Sports Join Forces

An attempt to catch ESPN.

Time Inc.’s Sports Illustrated has struck a deal with Fox Sports to share ad teams, sales and editorial content. The partnership is an attempt to press their main competition: ESPN.

As part of the deal, ad teams at SI and Fox will be able to sell ads across either brand, and the companies will share the revenue. The Wall Street Journal reports that articles penned by SI writers will get published on Fox Sports’ site, and Fox Sports video segments will be shown on SI.com.

For SI, the Fox Sports readership is a big boost. In July, Fox Sports was the third most-popular sports site, while SI was the 10th.

As for Fox Sports, adding SI’s journalism will bring some credibility to a network and site that has dedicated itself to the “one guy yells at another guy about sports” kind of programming.