An online media group has continued the expansion of its publishing portfolio with the six-figure acquisition of a website domain name.

Media Corporation plc (MC), which also has an advertising division, has bought sport.co.uk for £135,000 in cash.

The group plans to develop sport.co.uk into a provider of sports statistics and information. The site will comprise historical results, articles, biographies and related material, such as photographs, news, calendars and memorabilia on a range of sports.

MC’s chief executive, Justin Drummond, said the group will be aiming to repeat the success of casino.co.uk, which it sold to Gaming Portals for £3.6 million in August.

This latest deal is part of MC’s strategy to broaden its operations and follows the acquisitions of NASH Digital; an advertising specialist, Flight Comparison; a travel information website, and Result Online; the owner of credit card comparison site creditcardexpert.co.uk.

AIM-listed MC’s Web publishing division manages sites, such as gambling.com and onthebox.com. Its advertising business, Eyeconomy, specialises in campaigns reaching more than 30 million unique consumers each month through its proprietary ad-serving and tracking technology for AOL, Dell and American Express among others.

MC reported a pre-tax profit of £3 million in its preliminaries to the year to October 2007.