The Sports Illustrated and NBCSports.com websites will share content, cross-promote each other and offer combined ad sales, reports PaidContent.
For the everyday visitor to each site, the just-signed deal means that some links on one site will actually lead to the other, depending on the coverage area. Streaming video segments will also be produced by NBC featuring Sports Illustrated personalities.

Fantasy league players will be sent from SI to NBC's Rotoworld site. Right now, though, the cross-promotion portion of the deal seems to be off-balance, with more of an SI presence on NBCSports.com.

For advertisers, the partnership will allow for cross-media buying and planning. That would seem to include standard and rich-media ads.