The team at 3eep have announced that regional media giant Prime Media Group is now displaying SportsPassion content on all 30 iPrime and iGWN sites around the country.

Prime is an investor in 3eep, so it makes sense that they should try to find synergies between their business and their investment to help grow both. That having been said, the hyper-local nature of most sporting teams means that local sporting team content from SportsPassion is probably going to be a good fit.

From that perspective it was a little disappointing to click on the SportsPassion link on various iPrime and iGWN websites and have them redirect to the SportsPassion general landing page rather than a localised landing page with sporting teams form the particular region.

To see what I mean, check out this iGWN Albany site, go down to the footer and under “Time Out” click on the SportsPassion link.

Tony Surtees, Director of iPRIME, said: “Social networking is an important way to communicate with regional Australia, and sport is a powerful and uniting force. Our expanded partnership enhances iPRIME and iGWN’s relevance among regional sporting communities and leverages the strengths of both parties.”

Likewise, Rob Antulov, 3eep co-founder and CEO, said “iPRIME have long shared our vision that local communities in regional Australia need services that are specific to their requirements.  By partnering with iPRIME and iGWN we can more effectively reach into these communities, and provide targeted opportunities for to brands that are eager to engage in more relevant conversation with local sports participants.”

It’s always been part of the 3eep distribution strategy to partner with media organisations around the world, so it’s good to see that strategy bearing fruit. I guess the next thing to check will be whether or not the partnership drives more users to the site and finally helps SportsPassion, and 3eep, fulfill its potential.