Fox will merge off- and online sports ad efforts in an arrangement among FoxSports.com, Fox Sports and Fox Sports Net.
Change comes after an agreement between FoxSports.com and Internet portal Lycos, which had handled the site’s ad sales, expired Monday.
Fox will be able to sell ads for the online and cable sites together, an approach that gives them more direct access to advertiser purchasing time on the parent networks. Fox owns or is affiliated with 21 regional sports nets.
As part of the shift, Fox tabbed John Trimble vice prexy of sales for FoxSports.com, heading ops in New York, and overseeing sales reps in L.A. and, after an upcoming expansion, Chicago and Detroit.