New York-based FunGoPlay, a new online sports-themed virtual world that promotes real-world play, is bolstering its content offering through the help of Sports Illustrated Kids.

Participants in the virtual world will have the opportunity to access SI Kids sports videos, editorial content and contests. Visitors will also receive SI Kids Real World Sports content in the FunGoPlay Newsletter.

In broadening its digital reach, SI Kids will place videos on FunGoPlay TV (FGPTV), an online video player that houses sports clips, funny videos and athlete features.

The partnership will launch in July with additional content appearing in early August.  The SI Kids content will offer a news element to FunGoPlay‘s online experience, which encourages kids to get outside and play with “connected” sports gear that keeps track of how much kids are playing and rewards them for their physical activity with in-game bonuses.