US operator Sprint has signed a mobile content and advertising partnership with publishing giant Time, Inc.

Under the deal, Time will be able to reach Sprints 56m subscribers through Pinsight Media+, the targeted advertising service launched by the operator in October 2012. In return, Sprint will be able to run its clients ads on Times mobile properties, which reach a total 20m monthly unique visitors.

The deal will also bring branded content from Times publications – stories, photography and videos from publications including People, Sports Illustrated, Entertainment Weekly – to the SprintZone app, which acts as a hub for Sprint subscribers.

“Time is home to some of the biggest consumer media brands, and our audiences are seeking out our content on every mobile platform available,” said Cyrus Beagley, senior vice president and general manager of Times advertising sales & marketing group. “We are thrilled that our arrangement with Sprint will make content from People, Sports Illustrated, Entertainment Weekly and other brands available to an even broader, highly engaged mobile audience.”