CBS Interactive (NYSE: CBS) has retired the SportsLine brand, one of the oldest in the short history of online sports, in favor of CBSSports.com.  The company says the name change will be matched with increased on-site/on-air integration with CBS Sports. It’s a common-sense move that simplifies branding across the various CBS sports platforms. But it also marks the end of a brand that stretches back to 1994, when SportsLine USA was founded; the actual service including producing sites for various sports superstars. The relationship between CBS and SportsLine dates back almost as long. CBS SportsLine was created in 1997 when CBS, in its first equity investment in an internet content company, took an equity stake in the internet —acquiring 22 percent in exchange for advertising and promotion. It gave SportsLIne traction while CBS gained an established online outlet as it started its exclusive run with the NCAA Men’s Basketball tournament. SportsLine went public in 1997 and, in 2004, was acquired by Viacom, then the parent of CBS, moving with CBS after the split.

So why not change the name then? According to SportsBusiness Daily (sub. req.), the company was concerned a brand change could harm its fantasy football operations.