US sports magazine Sports Illustrated has relaunched its website with a focus on responsive design and mobile consumers.

The magazine, which is owned by Time Inc, estimates that by the end of the year, over 50 per cent of visitors to its website will be viewing it via smartphones and tablets. The relaunch follows similar online revamps by other Time Inc publications, including Time, Fortune and Money, who have also utilised responsive design.

Previously, its website had been operated on the platform of Turner Sports, its former corporate partner. The two companies merged their digital business in 2010, but dissolved this partnership shortly afterwards, giving Sports Illustrated an opportunity to rebuild its digital presence from the ground up, with a new content management system based on Drupal. The new site, which goes live on 24 June, uses a tile-like template that fits on smaller screens easier, and allows editors to change the layout in a more fluid way.

In addition to the redesigned website, Sports Illustrated is launching an app called FanNation, aimed at capturing the substantial fantasy football audience in the US and allowing users to play match-ups against their friends based on the results of the days football games. The app will also enable users to bet on the outcome of their matches, and the fees will form a new revenue source for the company.

Sports Illustrated is also preparing to launch a sports livestreaming service, 120 Sports, later this week, which will integrate into its new website and provide a more seamless channel between consumers watching coverage and engaging with the companys online presence.