Lacking a brand name like Fox Sports or ESPN leaves FSV without valuable promotion.
What Gillette likes is that the game actually lives on its own Web site, with FSV's sites handling the promotion.
FSV's network includes HoopsHype.com, Baseball-Reference.com and TheHuddle.com as well as a number of sites focused on content for fantasy-sports participants.
Mr. Beusse said he expects the acquisition of FSV to more than double the traffic to the USA Today sports group.
FSV, founded in 2006 by former NFL digital chief Chris Russo, has taken a different approach to growth than most of its competitors.
In contrast, FSV was the fifth-largest sports property online by traffic last year, drawing an average of 18.4 million monthly unique visitors, according to comScore.
Gannett had been an investor in FSV for years, and the two companies began discussing a bigger deal shortly after Mr. Beusse started in the job.
Mr. Russo said most of FSV's roughly 30 employees will remain with the company, though he will stay only through a transition period of about six months.
The FSV stable includes footballguys.com, an all-encompassing site for football fans and fantasy geeks, whose numbers figure to perk up in front of the April 25 NFL draft.
That way, there's no need to charge subscription fees, something he does on just two FSV sites--Baseballhq.com, a fantasy baseball site, and thehuddle.com, popular with fantasy football players.
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