Sporting News Ramping Up Online Video

Sporting News is looking to beef up its online video output through an exclusive pact with the content syndicator CineSport.

As part of the deal, both and the company’s daily newsletter product Sporting News Today will begin regularly featuring top highlights from sports ranging from Major League Baseball to the PGA tour delivered by CineSport. CineSport will handle all programming and technical aspects of the video content, while Sporting News executives will handle ad sales.

CineSport provide sports video content to over 70 partners, including many local newspaper and radio station Web sites. In aggregate it reached 13.9 million monthly unique users in January.

For Sporting News, the partnership provides the mostly text-heavy publishers with video, allowing it to better compete with giants like ESPN and Yahoo Sports.

“Compelling sports video, including highlights, is a central part of the sports fan experience today,” said Sporting News president and publisher Jeff Price.