Sportsline.com will be donning a new uniform for the upcoming football season. The popular CBS
As someone who participates in a pair of fantasy football leagues run on the site, I wasn't surprised by the name change. The timing is another story. We're now just two weeks from the start of the NFL season, with the website hosting tons of league fantasy drafts as we speak, and now it slips in a new name.
Naturally, Sportsline.com is still a valid link. CBS realizes that it may take months -- if not years -- for fans to edit their browser bookmarks. Old links simply redirect to the new site. It's the same familiar design and layout. Only the name and logo have changed.
Yes, the move makes sense. It's a reflection of where the company's rivals hang out. Disney's
Still, I can't get over the timing of the move. This site is a giant in fantasy football. You haven't played fantasy football until you've taken up Sportsline -- er, I mean CBS Sports -- on its ability to pull up your league scores from the living room, through its partnership with TiVo
A recent study by market researcher Challenger, Gray & Christmas predicts that fantasy football will cost companies $435 million a week in lost productivity, as 10 million fantasy team owners partake in the rotisserie contests.
CBS, banking on the belief that the distinction is now clearer to advertisers, will make the most of the new site. The move will also push its own CBS Sports brand up in the website rankings. It's coming to play, even if the new jersey is still clean.
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Longtime Fool contributor Rick Munarriz has been playing in fantasy football leagues since the early 1990s. He thinks he's pretty good at it, looking to win his third consecutive championship in one of his two leagues this season. He owns shares in Netflix and Disney. He is also part of the Rule Breakers newsletter research team, seeking out tomorrow's ultimate growth stocks a day early. The Fool has a disclosure policy.