To better position itself in the online game, Score Media Inc. has revamped its website to give young sports enthusiasts their entertainment fill.
TheScore.com, which last underwent a redesign nearly three years ago, now boasts improved navigation features and a cleaner design with a heavier focus on social media tools like Twitter and Facebook.
A large portion of the site’s content is now entertainment-based, to meet the demands of The Score’s younger target, said Jonathan Savage, vice-president, digital media, Score Media Inc.
"We always trend toward a younger demo so it was a natural fit for us because we’re dealing with a sports population that’s much more engaged [online]," he said.
The emergence of sites like Twitter has also given athletes more control over how stories about them break, said Savage.
"In sports one of the best stories is that players are breaking the news," he said.
Last Friday, the site featured a story about professional golfer John Daly endorsing men’s underwear line Slix, under its "Buzz Feed" section. "Get ready I’ve gone underwear model," tweeted Daly.
Also on the site, hosts light-heartedly comment on sports-related stories via the "Score Board" video feature. In one post from Feb. 19, Cabbie, Tim Micallef, Sid Seixero and James Sharman discuss the NBA All Star weekend.
Tools like this allow the network to utilize its talent in a more creative way, said Savage.
The site includes a Facebook Fan Box that displays members’ profile pictures, and appears on the right rail of the homepage. Nearly 5,500 users have joined so far.
Also on the landing page is the "Talent on Twitter" panel that contains up-to-the minute tweets posted by the network’s hosts.
Score Media will promote the site through its various media properties.
