Starting today, Sports Illustrated is launching a new NBA-centric site called “The Crossover.” The launch is in conjunction with SI’s new NBA preview issue which is also out today.

Similar to the NFL-centric MMQB, The Crossover will devote its entire time to the Association. The lead editor will be Matt Dollinger. Some of the writers who will be part of the site include Lee Jenkins, Chris Ballard, Andrew Sharp, Rohan Nadkarni, Ben Golliver and Rob Mahoney. Also expected to contribute will be SI’s vast network of writers including Michael McCann, Richard Deitsch, Jon Wertheim and others.

As SI Group Editorial Director Chris Stone gave the site’s mission statement in his letter to readers welcoming them to The Crossover:

The Crossover, too, is intended to, as its name suggests, strike a balance with other, complementary storytelling, shorter in form and more lifestyle-based. The anchor of the site’s launch is this week’s cover story on Russell Westbrook, who along with his old running mate, Kevin Durant, will be the league’s most scrutinized players this season. Westbrook embodies the ultimate crossover personality, a fascinating on-court performer, who through his fashion initiatives has carved out a space in the broader cultural conversation. Both angles are covered, exhaustively and entertainingly.

In addition to the Editor’s Letter, the site is also providing a Viewer’s Guide which brings readers some of the coming attractions in the days and weeks ahead.

Stone said in his letter that it’s the perfect time to launch the site and that the NBA lends itself to spirited conversation on the internet as well as storytelling and connections to pop culture.

Now with sites dedicated to the NFL and the NBA, SI hopes it can attract traffic and generate revenue. In addition, The Crossover can not just compliment the magazine, but also break news in ways the print magazine cannot. And it can lend itself to video, longform storytelling as well as regular game stories.

SI is willing to lend its resources to grow the site seeing that the popularity of the NBA is at one of its highest peaks.

About Ken Fang

Ken has been covering the sports media in earnest at his own site, Fang's Bites since May 2007 and at Awful Announcing since March 2013.

He provides a unique perspective having been an award-winning radio news reporter in Providence and having worked in local television.

Fang celebrates the four Boston Red Sox World Championships in the 21st Century, but continues to be a long-suffering Cleveland Browns fan.