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SportsLine, E*Trade team up

The sports site and the Net investment firm announce a deal to shore up SportsLine's efforts in the exploding "portal" sector.

SportsLine USA and Net investment firm E*Trade Group announced a marketing deal that will shore up SportsLine's attempts to compete in the exploding content aggregation or "portal" site business.

Under the agreement, E*Trade is the exclusive sponsor of CBS SportsLine's business and financial site. E*Trade banners appear throughout the CBS SportsLine site and also in SportsLine's GolfWeb site.

The deal will provide Portalopoly E*Trade with exposure to a demographically valuable group--affluent males between the ages of 18 and 54.

The sports site's effort in the realm of finance illustrates the recent rush to be users' point of entry to the Net, or "portal." Some sites that have established brands with sought-after original content have begun to aggregate other content as well as adding the functionality and features of the traditional gateway sites such as Yahoo and Excite.

"CBS SportsLine has attracted a loyal following of Internet-savvy adults who have much the same characteristics as E*Trade's customer base," Michael Pohlmann, E*Trade's vice president for strategic business development, said in a statement. "This comarketing agreement will assist E*Trade in reaching potential customers who will realize that our extensive suite of investment products and services are perfect for today's on-the-go, independent-minded investor."

Terms of the deal were not disclosed.