Turner will spend $100 million on its Bleacher Report over the next three years to help build out the digital sports property by hiring additional staff and producing original video series and franchises.
Creating short-form content designed to travel well via social media will also be a large part of the plan, according to The Wall Street Journal.
Turner president David Levy told the WSJ that Bleacher Report will also experiment with animated content, as well as editorial focused on the intersection of sports and pop culture, such as music and fashion.
Since acquiring Bleacher Report for roughly $175 million in 2012, Turner has transformed it into one of the sports industry’s leading websites and mobile apps.
“When we bought it, it really was a brand,” Levy told the WSJ. “Whether it was really something with [complete] journalistic integrity, you can debate that one way or another. But we truly saw it as a brand. Turner wasn’t a sports brand. We sort of needed a sports destination media brand.”
Bleacher Report content generates 28 million social interactions and its video content accounts for 60 million views a week, according to the WSJ, which also reports that the site made $100 million in ad revenue last year.