CBS SportsLine reboots MVP for e-commerce

Cyberbiz Brief

CBS SportsLine.com said Tuesday it will revive shuttered Web site MVP.com. Despite the new backing by CBS, however, the online sports site no longer has the support of sports superstars Wayne Gretzky, Michael Jordan and John Elway, who founded the shaky venture.

SportsLine veep of e-commerce Dan Head will oversee the site.

SportsLine operated its own e-tail store in 1998-99 but sold the business — to MVP.com — in late ’99. In January, SportsLine bought back the domain name and customer database of MVP.com and signed a deal with Barry Diller’s USA Networks’ Electronic Commerce Solutions to handle the online store’s operations.

Financial terms of the deal were not disclosed. Before it shuttered, MVP.com had inked a 10-year $120 million contract with SportsLine.

The relaunched MVP.com now carries 20,000 different items, down from the 60,000 items the site once sported. SportsLine and USA Networks plan to expand the inventory to some 200,000 items.

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