What a coincidence that CBS Digital Media launched its new “CBS SportsLine To Go” cellular phone sports alerts this week just a day before ESPN announced it was getting out of the cell phone business.

For 99 cents a month, sports fans can receive breaking sports news, stats, video and photos from CBS on their cell phones. The service, available on all major mobile carriers, can be customized so you receive only the items you want, such as fantasy football clips or news of your favorite team (available in the four major sports as well as college football and men’s basketball). For more information, visit cbs.sportsline.com/alerts.

The sports alert feature follows news and entertainment cell phone updates that CBS launched earlier this year.

CBS’ new sports feature comes as ESPN is beginning to shut down its cell phone company and instead is planning to sell its multimedia content to other wireless carriers. See that story here. The network launched Mobile ESPN late last year – and even promoted the service with a Super Bowl commercial titled “Sports Heaven” that featured more than 20 athletes. The service that operated over the Sprint Network included black phones with the red ESPN logo and allowed fans to customize the way they wanted ESPN content to be delivered over the phones.