Markos Moulitsas Zúniga, arguably the world's most successful blogger, is excited.

Not only has his politics super-blog, Daily Kos, just recorded its first million-hit day, cementing its position as the most popular site of its kind, but he is also convinced he has nailed the Next Big Thing.

"What I found is that blogs work really well in hyper-partisan environments," he tells Times Online. "There are three areas of life that are hyper-partisan: there's politics, obviously, religion, and then there's sports."

So runs the sales pitch for SB Nation, Mr Zúniga's planned network of 200 sports blogs. If the business plans come to fruition – and Mr Zúniga succeeds in raising the $1 million in angel funding he requires – by 2007, it will cover every team in every major league in the US. Then, after hooking into America's hugely popular college sides on the way, it will tackle international football – "soccer, that is".

The policy wonk turned sports pundit is banking on one central principal. He argues that a sense of dislocation from the mainstream media has fuelled the explosion of left-leaning blogs – including the Daily Kos – in America during George W Bush's tenure at the White House. He says that sentiment is mirrored by the frustration of smaller-team fans when the media giants skip their results.

"When I started blogging, if you spoke out against President Bush you were accused of being a traitor and I was deeply offended by that," explains the US army veteran on what drove him to take up blogging.

"But where I guess the politics stuff just happened, the sports stuff is calculated."

If Mr Zúniga seems to stray into hyperbole when he says President Bush has made it "very difficult to be a liberal in America", it seems sensible to remember that this is a man who attributes his success to pure, unembarrassed, partisanship.

But when he argues that sports could follow politics in the blogging stakes, he moves on to more coldly rational ground. The advertising soothsayers are predicting that these are the two areas that will keep the advertising industry afloat this year. Chief among them, Sir Martin Sorrell of WPP, the head prophet, has marked the World Cup in Germany and the mid-term elections in America as the engines that will drive marketing spending in 2006.

The Daily Kos, which now employs three programmers, earns its money – "tens of thousands of dollars a month" – from advertising, as will the sports network. "We already do Google AdWord advertising, Mr Zúniga says. "As we get funding, we'll look at other promotional opportunities."

Already, SB has around 45 sports sites, each run by "established bloggers, people who have already shown the dedication and talent necessary to run a blog. It's not as easy as it looks." Those bloggers have signed revenue sharing agreements with SB Nation.

And while, despite its size, the Daily Kos has seen some frighteningly volatile revenue flows over the past year, both it and the sports venture would seem to be well placed to cash in on the migration of advertising dollars to the internet.

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