US operator Sprint has signed a mobile content and advertising partnership with publishing giant Time, Inc.

Under the deal, Time can be in a position to reach Sprint’s 56m subscribers through Pinsight Media+, the targeted advertising service launched by the operator in October 2012. In return, Sprint would be ready to run its clients’ ads on Time’s mobile properties, which reach a complete 20m monthly unique visitors.

The deal may even bring branded content from Time’s publications – stories, photography and videos from publications including People, Sports Illustrated, Entertainment Weekly – to the SprintZone app, which acts as a hub for Sprint subscribers.

“Time is home to a couple of the largest consumer media brands, and our audiences are searhing for out our content on every mobile platform available,” said Cyrus Beagley, senior vice chairman and general manager of Time’s advertising sales & marketing group. “We are thrilled that our arrangement with Sprint will make content from People, Sports Illustrated, Entertainment Weekly and other brands available to an excellent broader, highly engaged mobile audience.”