CNN Rebrands CNNSI.com as SI.com

The CNN online network will rebrand CNNSI.com, the online version of AOL Time Warner’s Sports Illustrated magazine, as SI.com Thursday.

Sports Illustrated President Bruce Hallett and CNN News Group President and Chief Operating Officer Jim Walton announced the move Monday.

The two said the Web site will remain part of the CNN online network (which consists of CNN.com and CNNMoney.com).

“Our site is not just a news site and not just the magazine’s content online,” said Gordon McLeod, who has been named president of Sports Illustrated Interactive. “SI.com is a forum for the finest sports journalism and photography within the 24-hour sports news space.”

McLeod, who will oversee the Web site in addition to the Licensing and Syndication business, took his post in January, and reports to Oliver Knowlton, Sports Illustrated’s vice president and general manager.

“The renaming of SI.com and the hiring of Gordon McLeod as its president are an indication of how many new and serious things we want to do on the Web,” Hallett said. “The Web is already a critical tool for talking with Sports Illustrated readers and sports fans at large, but we think that conversation can be made much richer and deeper.”

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