NEW YORK: CNNSI.com was renamed SI.com last week in a move to capitalize on Sports Illustrated's history as a leader in sports journalism.
The rebranding is the first step in the overhaul of a website that, since its launch in 1997, has struggled to catch competitors ESPN.com and SportsLine.com.
Dropping the CNN name is designed to eliminate confusion over the mission of the site, although the partnership, which also resulted in a now-defunct cable network, still exists.
"We're a sports site, first and foremost," said Gordon McLeod, the new president of Sports Illustrated Interactive. "It's all sports, all the time here."
McLeod expects the redesign to be completed by year's end. He said the new product will be "dramatically different," with easier navigation and more of a focus on the magazine's exclusive writers and photographers.