NBCUniversal says it is investing $200 million in digital media company Vox Media, which owns popular sites such as food blog Eater, the sports-focused SB Nation and the tech blog Re/code.

NBCUniversal, which is owned by Comcast Corp., said Wednesday that it hopes to build a partnership with Vox that involves collaborating on editorial content, advertising and technology. NBCUniversal did not say what its stake will be in Vox and a representative could not immediately be reached for comment.

A person familiar with the matter who was not authorized to comment publicly confirmed that the investment values Vox at $1 billion.

Comcast already has a separate investment in Vox through its venture arm, Comcast Ventures.

The investment comes amid the growing popularity of digital media brands, especially among younger people.