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.