Much like its Financial Post-sponsored business section, tonight is now offering sports coverage from Rogers Media-owned Sportsnet properties.

The single branded page in the free evening paper will feature content from Sportsnet magazine, Sportsnet TV, Sportsnet.ca and Sportsnet 590 The Fan, says tonight publisher John Cameron.

“Basically our paper is a summary of the day’s events, and what they’re going to do with the sports page is give analysis and insight to the day’s sports,” says Cameron.

“Not only does it add further credibility to our product with this endorsement from them, but it also will allow us to attract [sports fans] who might have not picked up the paper before,” he adds.

Sportsnet will promote the launch of the new section on its television, radio and web properties, and ads will be placed in the tonight print daily and on tonightnewspaper.com.

The free daily has a readership of 184,000, of which 47% are male with an average income of $85,900, says Cameron.

From Media in Canada