Bob McCown and 252 Media launch Fadoo

The site reaches sports buffs with tongue-in-cheek commentary, and is seeking sponsorship partners.

Popular radio host Bob McCown of Rogers’ Fan 590 in Toronto and content creation company 252 Media are rolling out a new sports site, The term ‘Fadoo’ originates from one of McCown’s catchphrases, and the site will focus on tongue-in-cheek commentary rather than traditional sports reporting. And 252 Media is seeking five key sponsorship partners for the site that will feature custom package opps.

In a drive-to-web effort, McCown is promoting the site to his million-plus weekly radio listeners.

The site’s multi-phase launch consists of two parts. The interactive first phase, which began last week, has consumers placing comments such as ‘irritating’ and ‘awesome,’ on the site logo to win an autographed copy of McCown’s Law: 100 Greatest Hockey Arguments. Within five days, the site saw 7,500 votes cast. In phase two, which will begin in the New Year, the site will include content like the ‘Bobcast’ (Bob’s podcast), user-generated content, archives of the show and commentary from sports professionals.

Toronto-based Quizative, a digital innovations agency, handled the creative for the site.