Game On for TMZ Sports

TMZLogo.jpgTMZ managing editor Harvey Levin confirmed reports that TMZ Sports will launch in early 2010, telling The New York Times the company is now hiring staff for the new site and adding, “I don’t really see a difference between a sports star and a celebrity.”

Levin also addressed the fact that TMZ will report solely to Warner Bros. now that AOL is no longer a part of Time Warner, telling the Times ad sales have increased during the past two months even though they will fall to about $15 million in 2009 from $25 million in 2008.

On TMZ hiring its own staff for ad sales rather than relying on AOL, Levin told the Times, “Now they are selling TMZ in the voice of TMZ, and I think it’s very effective.”