USA Today and MLB’s Advanced Media team, have formerly announced the sports venture we’ve been hearing about for the past few months. Starting in late August, “Sports on Earth,” will bring readers “great sports writing from some of the most respected voices in the industry,” according to a release.

The name? Well, we’re not sold on it. The names behind Sports on Earth? Much, much easier to support. Steve Madden, the former Rodale digital expert is the general manager, and Sports Illustrated veteran Larry Burke is the editor-in-chief. Joe Posnanski, another talented SI vet, will be a full-time contributor, as will Gwen Knapp, Tommy Tomlinson and Shaun Powell. New York’s Will Leitch, another FishbowlNY favorite, will also showcase his work on Sports on Earth from time to time.

The first peek we get at Sports on Earth (the site has a fancy intro but not much else as of now) will be Olympic coverage, which will be available from July 27 to August 12.