Tony the Tiger makes
a sporty new friend

Kellogg's and ESPN are partnering on a sports site written by kids for kids, reports MediaPost.

The site will be co-branded by the two companies, with a focus on healthy eating and finding a sports/schoolwork balance.

Kids will be able to customize the site with different team themes. Content will be written by kids from all over the country, with visitors able to share their opinions with others.