Hasta La Creative!

Young mens’ publisher Complex Media is starting another website backed by a single brand, this time a basketball site that will carry ads for only Bacardi Flavored Rum for the next nine months.

The site, Triangle Offense, arrives just as the NBA playoffs are starting, but it’s really meant to cover pro and college basketball without dwelling on saturated areas such as stats, schedules or, for that matter, triangle offenses. Its focus instead is on the players’ high-flying lifestyle — their clothes, tattoos, cars, watches and so on. “We came to this realization that there was this white space out there in the basketball arena,” said Moksha Fitzgibbons, head of sales at Complex Media. “We believe there’s an opportunity to do a land grab.”

The focus on lifestyle also appealed to Bacardi Flavored Rum, which paid between $1 million and $3 million to sponsor the site for a nine-month period, according to people familiar with the deal.

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