Corporate synergy is alive and well at Time Warner, as its Time Inc. and Turner Broadcasting System units announced a strategic digital partnership between their respective Sports Illustrated and Turner Sports properties.
Turner Sports manages the National Basketball Association’s NBA Digital portfolio, NASCAR.com, TBS Hot Corner on MLB.com, PGATour.com, and PGA.com, and it has a strategic relationship with Yahoo! Sports.
Sports Illustrated will continue to create all editorial content for its magazine, Web sites, mobile platform, and tablet version, and it will be enhanced by Turner Sports’ digital-media and sales experience, resources, video sports rights, and video-production capabilities. Turner Sports will assume responsibility for business and technical operations, ad sales, product management, and marketing for SI.com and Golf.com
Turner Broadcasting System president of sales, distribution, and sports David Levy said:
The Sports Illustrated brand and award-winning journalists complement and enhance Turner’s portfolio of sports offerings and reflect our combined commitment to bring fans greater content across a multitude of platforms. The deal also provides greater opportunity for advertisers to expand their reach and activate innovative marketing opportunities to access more potential consumers across multiple platforms. 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.
And Sports Illustrated Group editor Terry McDonell added:
SI‘s journalism already powers extremely successful digital platforms that lead in every category from breaking news to community, creative design, info graphics, and photography. That makes this 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.