BBS Media has landed the exclusive rights to rep the Canadian ad inventory of Big Lead Sports’ more than 600 websites, which reach 1.7 million Canadians, according to ComScore numbers.

The Toronto-based company, which already reps the Canadian inventories of the Washington Post and Men’s Health, among others, will be focusing on the network as its key sports property.

Big Lead Sports, as well as being the name of the company, is the network’s flagship site, with many of the other niche sites, such as Hoops Hype, HockeyReference.com and TheHuddle.com feeding to it. Advertisers can buy across all the sites, specific sites, or groups of sites focusing on particular sports.

The regular ad units are available, but Big Lead Sports is also hoping for creative solutions for advertisers, Chris Russo, CEO, Big Lead Sports, tells MiC.

‘What has really differentiated us in the US, and I expect this to happen in Canada, is custom programs, whether it be content modules incorporating advertisers, widgets, social media elements or mini-games,’ Russo says. ‘What we really specialize in is integrated programs that are not just banners but really creative incarnations marrying content, social media and advertising.’

In the US, Pizza Hut sponsored an ‘ask the expert’ online panel on the football fantasy league site, Gillette was part of an auto racing game on the Nascar site and Sprite teamed up with the network leading up to the NBA All-Star Game to show video montages of the greatest dunkers of all time.

The network launched as Fantasy Sports Ventures in 2006 and rebranded earlier this year after acquiring the Big Lead Sports website.