• by David Goetzl  @dgoetzl, March 13, 2007

As broadband video increases in popularity, print properties are looking for ways to either create their own, or more immediately, partner with current producers. Thus, SI.com has linked with NBCSports.com on a multilayered deal that gives it an affiliation with the broadcast network's online sports presence.

In addition to content sharing, advertisers will have the opportunity to buy both sites as part of broader, multi-platform packages covering various aspects of the NBC Sports and Sports Illustrated portfolios.

Under the arrangement, NBCSports.com will produce broadband segments featuring Sports Illustrated writers. Additional daily video programming with talent from both brands is expected to be launched soon.

The deal also includes significant cross-promotional elements, with the sites attempting to direct users to each other.

"The speed and depth of SI.com content and the broadband video power of NBCSports.com is a unique combination of resources that enhances the user experience for fans on both sites," said Jeff Price, president of SI Digital. "Building a strong relationship that leverages NBC Sports' powerful video storytelling ability furthers our efforts to partner with the best brands in sports."

Also, SI.com will link with content produced specifically for NBCSports.com, such as wrap-up shows for events aired on the network on Saturdays and Sundays. SI.com competitor ESPN.com features a robust video offering, including its ESPN360.com broadband site.

NBCSports.com was launched last September, 11 years into the Internet life cycle, to coincide with the NFL's return to the network. It is expected to play a key role in NBC's coverage of the next three Olympics--after NBCOlympics.com generated significant interest during the 2006 Winter Games.

SI.com has been around for more than a decade (as CNNSI.com for many years). It recently attempted to ramp up its content, since print properties must buttress themselves against current and possibly future lackluster demand.