• by Jonathan Blum , August 31, 2007

The NFL has come off the bench to take back production of NFL.com from CBSSportsline.com, which has hosted the site since 2001. The redesigned site has a more streamlined look and heavier video emphasis, with footage coming mainly from its cable NFL Network and NFL Films.

Formally relaunching with the start of the 2007 NFL season on September 6, the revamped NFL.com also serves up in-depth team and player stats and comprehensive historical league data. Fans can also go to the site for upcoming game previews, and real-time game stats and highlights.

Media buyers expect the beefed up NFL.com to provide greater advertising opportunities. "It's like opening up the [NFL] library," says EarthQuake Media's CEO Robert Davidman, who saw a beta version of nfl.com. "From an on-demand perspective it will allow viewers to customize their experience," he adds. Prominent display advertisers on the site so far include Sprint, Circuit City and Snickers.

The NFL earlier this summer rankled sports journalists by issuing new rules on coverage including a 45-second per day limit on clips of games or player interviews on newspaper or other Web sites.