Heavy to get heavier

Geared toward males 18-34, Heavy.com has plans to debut a sports site in early 2007 and a teen destination near the end of the year, according to AdWeek. The new sites would follow the Heavy model of mixing original broadband programming and "curated" user-generated content.

The New York-based site said it closed a $20 million financing round from Polaris Venture Partners, which invested $10 million in Heavy a year ago. With that infusion, Heavy is also planning a global expansion, to begin in Canada, the U.K., and Australia.

Heavy's current advertisers include Axe, Coke, Burger King and Sony. The site has plans for an array of branded-entertainment campaigns that go beyond pre-roll video spots and banner ads.

Heavy.com claims as many as 13 million visitors per month, but Nielsen NetRatings has pegged Heavy's November 2006 numbers at 1.9 million.