Sports Illustrated Partners With Turner Sports in Online Venture

SI07122010.jpgSports Illustrated and Turner Broadcasting, both segments of media giant Time Warner, today announced that they are teaming up to build a new website that synthesizes the media assets of both businesses.

Turner — which shows NBA, Nascar, Major League Baseball and PGA golf competitions on its networks — will supply sales resources, the rights to sports footage and video production expertise. SI, meanwhile, will supply editorial content, which includes material from its magazine, website and tablet edition. The two businesses will work together to produce new mobile applications.

The move appears to be a push toward further monetizing Sports Illustrated‘s content while bringing Turner Broadcasting’s sports assets and sales force to a new medium. Sports Illustrated Group editor Terry McDonell said in a statement that his company’s journalistic and digital assets make the partnership “the next step in an evolution for both SI digital and Turner that will make both stronger. Our brands will click naturally and strategically into place and everyone will win.”