Rogers Media has signed on to sell the Canadian online ad inventory of NBA.com, increasingly the company’s reach in the sports category from 603,000 UMVs to more than one million, according to ComScore numbers.

The two-year agreement adds to Rogers’ own brands Sportsnet.ca and Fan590.com, and also fits with the other external brands the company represents, Stefania Mancini, senior manager, Rogers Digital Media, tells MiC.

‘It’s part of our strategy to go out and grab the very best in terms of brands that are trusted, and represent those in the Canadian marketplace over and above those we own ourselves,’ she says.

The company will sell space for display ads, videos and on mobile.

Internally, the mediaco handles the inventories of Chatelaine, Today’s Parent, Maclean’s and Canadian Business, and also represents the Canadian inventories of, among other companies, US-based Hearst Digital, which includes such titles as Cosmopolitan and Marie Claire.