• Mediaweek, Thursday, September 23, 2010 12:24 AM

Turner Sports has forged a 14-year partnership with the National Collegiate Athletic Association that will see the media giant assume control over all of the digital operations for the NCAA, including ad sales, under the newly formed brand NCAA Digital.

The new digital rights pact, which encompasses 23 sports, was spurred by Turner's deal earlier this year to broadcast the NCAA men's basketball championship over the next 14 years-a deal that also included Web streaming rights. Now Turner says it will bolster the digital coverage of college sports across the board, starting first with a relaunch of NCAA.com. Turner also plans to dial up the NCAA's Web video output.

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