BBC Sport partners with isporty for sports social networking

BBC Sport has signed a deal with sports social website to launch social networking features on the BBC's cycling website.

Under a new pilot scheme, users of the cycling website will be able to follow the latest sports news and information while clicking through to isporty to interact and network, creating their own sports profile and sharing blogs, photos and videos.

Claire Stocks, BBC Sport assistant editor, said: "This is part of the BBC's growing commitment to let go of its own content and become part of the wider web.

"This pilot project with isporty provides us with an innovative way of fostering a community around a popular sport and allows us to offer our users the community features that they increasingly expect from the web."

Isporty founder, Chris Ward, said the company provides white-labelled versions of its social networking tools and uses social media generally for brands involved in sport to increase engagement, participation and attendance.

"Brands have content on the web but people that play sport are not online surfers. They use the web to organise and socialise around their sport, debate the latest news, enter events and book travel. Isporty can make branded communications a seamless and relevant part of people's daily time online," he said. was officially launched in February this year and works with brands including Men's Health magazine, Red Bull and Twentieth Century Fox for the DVD release of 'Rocky Balboa'.

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