(Silver Screen and Roll) is just one of more than 250 unapologetically biased sports sites owned by SB Nation, most of them dedicated to a single team. The sites, written by fans for fans, do not claim to break news or have an inside scoop, but they often serve as a digital water cooler for the like-minded.

So far, that service has been enough to draw eyeballs. According to comScore, in April, the network drew 3.6 million unique visitors to its 21 most popular sites, the only ones tracked by the market research firm.

Now the company is getting into the regional sports business, introducing 20 new sites in the next several weeks that are dedicated to all of the sports in a particular city, as varied as New York and Kansas City.

The new sites add to a growing list of competitors to midsize daily newspapers, which once enjoyed a near-monopoly on local coverage. Many papers have been forced to cut staff in recent years, and sports sections are usually not spared.