Time Inc. is continuing to build on its Sports Illustrated franchise with a slate of new hires on the business side.

The company’s sports group includes Sports Illustrated, the recently acquired company FanSided, a college-football site called Campus Rush and the soon-to-be-launched SI Films.

According to a memo from Time Inc. senior vice president of digital Scott Havens, Patty Hirsch will come aboard as vice president and general manager for the sports group’s digital division. She will oversee strategy for the group’s sports platforms, including FanSided. Hirsch, a former general manager of the CBS Digital Media Services division, will report to Havens.

Time Inc. has also hired Shankar Tripathi, for the role of director of digital business development for the sports group. Tripathi will report to Hirsch, as well as Paul Cacciato, general manager for Golf Digital. Shankar comes from Univision where he most recently served as program manager for sports digital.

Lastly, Matt Walker is joining the New York-based publisher as digital designer. He previously held the role as lead designer for ESPN’s Fantasy Sports product line for nine years.

As an aside, the memo provides some interesting tidbits about two of the new hires. Hirsch is an “an avid Cardinals fan who firmly believes in sticking by your childhood teams, but is now oddly a New York Rangers fan,” and Tripathi enjoys brewing his own beer, among other things.

Time Inc. chairman and chief executive Joe Ripp has been focused on events-driven investments, as well as building the company’s digital presence.

In June, chairman and ceo Joe Ripp told WWD that Time Inc. has been interested in investing in live entertainment businesses.

“We are looking at experiential companies right now — live media,” Ripp said. “We will be closing on some of those deals very shortly. We are looking at other acquisitions of other publishing-like companies.”

Separately, Time Inc. also christened its content unit on Thursday, taking a page out of  Condé Nast’s playbook, which named its native division, 23 Stories. Called “The Foundry,” Time Inc.’s division refers to existing and new groups, such as the company’s Innovation Studio, Content Solutions and verticals, such as The Drive, a new automotive site slated to launch next month.

The Foundry will be based in Time Inc.’s new location at Industry City in Brooklyn, while the majority of the company relocates from the Time & Life Building in Midtown to its downtown headquarters at 225 Liberty St. in Brookfield Place. Both moves will be completed by the end of 2015.

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