The Athletic is a popular sports media platform that delivers in-depth news, analysis, and stories about sports. Unlike traditional sports outlets, The Athletic focuses on high-quality journalism, detailed reporting, and storytelling without clickbait or annoying ads. It covers a wide range of sports, including football, basketball, baseball, soccer, hockey, and more. Launched in 2016, The Athletic has grown into a trusted source for sports fans who want more than just scores and highlights.
The platform operates on a subscription model, meaning users pay a monthly or yearly fee to access its content. This approach allows The Athletic to prioritize quality over quantity, hiring top journalists and analysts to provide expert insights. Its goal is to give fans a deeper understanding of their favorite teams, players, and sports.
In this article, we’ll explore The Athletic’s history, its unique features, how it works, its impact on sports journalism, and why it has become a go-to platform for millions of sports fans worldwide. We’ll also look at its challenges, competitors, and future potential.
History of The Athletic
Founding and Early Days
The Athletic was founded in 2016 by Alex Mather and Adam Hansmann, two former employees of Strava, a fitness tracking app. They saw a gap in the sports media market. Many sports websites relied on flashy headlines, short articles, and advertisements, which often left fans wanting more substance. Mather and Hansmann wanted to create a platform that focused on deep, thoughtful sports coverage.
They started The Athletic in Chicago, focusing on local sports teams like the Chicago Cubs, Bulls, and Bears. The idea was simple: hire experienced journalists who know the teams inside and out, and let them write detailed stories without worrying about ad revenue. The subscription model was key to this vision, as it freed the platform from depending on clicks or sponsors.
In its first year, The Athletic raised $2.3 million in funding and began hiring well-known writers from major newspapers and websites. By 2017, it expanded to other U.S. cities, including New York, Los Angeles, and Boston, covering more teams and sports.
Growth and Expansion
By 2018, The Athletic had grown rapidly. It raised $20 million in funding and expanded to Canada, covering teams like the Toronto Maple Leafs and Vancouver Canucks. The platform also started covering national sports topics, such as the NFL, NBA, and MLB, while keeping its focus on local coverage.
In 2019, The Athletic took a big step by launching in the United Kingdom, targeting soccer fans with coverage of the Premier League and other European leagues. This move showed its ambition to become a global sports media brand. The platform hired respected soccer journalists to provide the same level of detailed reporting that U.S. fans enjoyed.
The Athletic’s growth wasn’t without challenges. Some critics questioned whether a subscription-based model could succeed in an era of free online content. Others wondered if the platform could keep hiring top talent while staying profitable. Despite these concerns, The Athletic continued to gain subscribers, reaching 1 million paid users by 2020.
Acquisition by The New York Times
In 2022, The Athletic was acquired by The New York Times for $550 million. This was a major milestone, as it gave The Athletic access to the resources and audience of one of the world’s leading news organizations. The New York Times saw The Athletic as a way to expand its sports coverage and attract younger readers who love sports.
The acquisition brought changes. Some subscribers worried that The Athletic would lose its independent voice or focus on profits over quality. However, The Athletic has largely maintained its commitment to in-depth journalism, while benefiting from The New York Times’ technology and marketing support.
Today, The Athletic operates in multiple countries, covering hundreds of teams and sports. It has become a model for how subscription-based journalism can succeed in the digital age.
What Makes The Athletic Unique?
The Athletic stands out from other sports media platforms for several reasons. Here are the key features that make it special:
High-Quality Journalism
The Athletic hires experienced journalists who are experts in their fields. Many of its writers have worked for major newspapers, magazines, or websites, bringing years of knowledge and connections. These journalists write long, detailed articles that go beyond surface-level reporting. For example, instead of just summarizing a game, they might analyze a team’s strategy, interview players, or explore the history behind a rivalry.
No Ads or Clickbait
Unlike most sports websites, The Athletic has no banner ads, pop-ups, or autoplay video ads. This creates a clean, distraction-free reading experience. The platform also avoids clickbait headlines designed to trick readers into clicking. Instead, its articles have straightforward titles that reflect the content.
Local and National Coverage
The Athletic combines local and national sports coverage. Fans can read about their hometown teams with the same depth as major national stories. For example, a Chicago Bears fan can find articles about the team’s latest game, its draft picks, and its history, all written by journalists who know the team well. At the same time, the platform covers big events like the Super Bowl or the World Cup.
Subscription-Based Model
The Athletic’s subscription model is central to its identity. Users pay a monthly or yearly fee to access all content, which allows the platform to focus on quality rather than ad revenue. Subscriptions also give readers access to exclusive features, such as podcasts, newsletters, and live Q&A sessions with writers.
Podcasts and Multimedia
In addition to articles, The Athletic offers podcasts, videos, and newsletters. Its podcasts cover specific teams, sports, or general topics, featuring journalists and guest experts. For example, “The Athletic Football Show” dives into NFL news, while “No Dunks” focuses on the NBA. These multimedia offerings give fans more ways to engage with the platform.
Fan-Friendly Features
The Athletic is designed with fans in mind. Its app and website are easy to navigate, with sections for different sports, teams, and writers. Fans can follow their favorite teams to get personalized updates. The platform also has a comments section where readers can discuss articles and share opinions, creating a sense of community.
How The Athletic Works
Subscription Plans
To access The Athletic’s content, users must subscribe. The platform offers monthly and annual plans, with discounts for longer commitments. New users often get a free trial or a discounted rate for their first year. Prices vary by country, but in the U.S., a typical annual subscription costs around $50-$80, depending on promotions.
Subscribers get unlimited access to all articles, podcasts, and other content. They can read on the website, mobile app, or tablet app. The Athletic also offers gift subscriptions, making it a popular choice for sports fans during holidays.
Content Delivery
The Athletic publishes new content every day, including articles, podcasts, and newsletters. Articles range from game recaps to investigative reports to opinion pieces. For example, after an NFL game, subscribers might find a detailed breakdown of the key plays, an interview with a coach, and a column about the team’s future.
The platform’s app sends notifications about new stories, especially for teams or sports the user follows. Fans can customize their experience by selecting their favorite teams, which ensures they see the most relevant content.
Accessibility
The Athletic is available on multiple platforms, including iOS, Android, and web browsers. The app is user-friendly, with a clean design and fast loading times. Subscribers can download articles for offline reading, which is handy for commutes or travel.
Impact on Sports Journalism
The Athletic has changed the sports media landscape in several ways. Here are some of its biggest contributions:
Raising the Bar for Quality
Before The Athletic, many sports websites focused on short, sensational stories to drive clicks. The Athletic showed that fans are willing to pay for well-written, in-depth content. Its success has pushed other outlets to improve their reporting and hire better writers.
Supporting Local Journalism
The Athletic’s focus on local teams has helped fill a gap left by declining newspapers. As many local papers cut their sports sections, The Athletic hired veteran reporters to cover teams in cities like Cleveland, Pittsburgh, and Detroit. This has kept local sports journalism alive and given fans a reliable source of team news.
Challenging the Ad-Driven Model
The Athletic proved that a subscription-based model can work for sports media. By avoiding ads, it showed that quality content can attract paying customers. This approach has inspired other media companies to experiment with subscriptions, reducing their reliance on advertising.
Empowering Journalists
The Athletic gives its writers the freedom to explore stories in depth, without pressure to churn out quick posts. This has attracted top talent and allowed journalists to produce some of their best work. For example, The Athletic’s investigative reports have uncovered scandals and sparked discussions about issues like player safety and team management.
Building a Fan Community
The Athletic’s comments sections and Q&A sessions have created a space for fans to connect with writers and each other. This sense of community sets it apart from traditional media, where interaction is often limited.
Challenges and Criticisms
Despite its success, The Athletic faces challenges and criticisms. Here are some of the main ones:
Subscription Cost
Some fans find The Athletic’s subscription fee too expensive, especially compared to free sports websites. While the platform offers discounts, the cost can be a barrier for casual readers or those on a tight budget.
Competition
The Athletic competes with free outlets like ESPN, Bleacher Report, and Yahoo Sports, as well as social media platforms where fans get instant updates. While The Athletic’s quality sets it apart, it must keep proving its value to retain subscribers.
Scaling Challenges
As The Athletic grows, it faces the challenge of maintaining its high standards while covering more teams and sports. Hiring enough talented writers and editors to keep up with demand is not easy, especially in smaller markets.
Perception of Elitism
Some critics argue that The Athletic’s subscription model makes it less accessible to average fans, creating a perception of elitism. The platform has tried to address this by offering promotions and free trials, but the criticism persists.
Integration with The New York Times
After its acquisition, some subscribers worried that The Athletic would lose its unique identity or prioritize The New York Times’ goals over its own. While this hasn’t happened on a large scale, the platform must balance its independence with its role in a larger company.
Competitors of The Athletic
The Athletic operates in a crowded sports media market. Here are some of its main competitors:
ESPN
ESPN is the biggest name in sports media, offering news, highlights, and analysis across multiple platforms. While ESPN has a broader reach, its content is often less detailed than The Athletic’s, and it relies heavily on ads.
Bleacher Report
Bleacher Report focuses on viral content, opinion pieces, and fan-driven stories. It’s free to access but lacks the depth and credibility of The Athletic’s reporting.
Yahoo Sports
Yahoo Sports provides free news and analysis, with a focus on quick updates. It covers a wide range of sports but doesn’t match The Athletic’s in-depth local coverage.
The Ringer
The Ringer, founded by Bill Simmons, combines sports and pop culture with articles, podcasts, and videos. It’s closer to The Athletic in tone but relies on ads and has a smaller staff.
Local Newspapers
Local newspapers like the Chicago Tribune or Boston Globe still cover sports, but many have reduced their staff and budgets. The Athletic has taken advantage of this by hiring their reporters and offering better local coverage.
Future of The Athletic
The Athletic has a bright future, but it must navigate a changing media landscape. Here are some trends and opportunities that could shape its path:
Global Expansion
The Athletic has already entered markets like the UK and Canada, but there’s room to grow in Europe, Asia, and Latin America. Covering sports like cricket, rugby, or Formula 1 could attract new subscribers.
New Content Formats
The Athletic could explore new ways to engage fans, such as interactive graphics, virtual reality experiences, or live video streams. These formats could enhance its storytelling and appeal to younger audiences.
Partnerships
Partnering with sports leagues, teams, or streaming services could help The Athletic reach more fans. For example, it could collaborate with the NFL or Premier League to offer exclusive content.
Technology Integration
As part of The New York Times, The Athletic can use advanced technology to improve its app, personalize content, and analyze user data. This could make the platform more user-friendly and efficient.
Diversifying Revenue
While subscriptions are its main revenue source, The Athletic could explore other streams, such as sponsored content, merchandise, or events. These would need to align with its ad-free ethos to avoid alienating fans.
Why Fans Love The Athletic
Sports fans love The Athletic for its commitment to quality, depth, and authenticity. Here are some reasons why it resonates with readers:
- Trustworthy Reporting: Fans trust The Athletic’s journalists to deliver accurate, well-researched stories.
- Team-Specific Content: The platform’s local coverage makes fans feel connected to their favorite teams.
- No Distractions: The ad-free experience lets fans focus on the content.
- Expert Insights: Writers with insider knowledge provide analysis that fans can’t find elsewhere.
- Community Engagement: Comments and Q&As create a sense of belonging for readers.
Conclusion
The Athletic has redefined sports journalism by prioritizing quality, depth, and fan engagement. Since its launch in 2016, it has grown from a small startup to a global platform with millions of subscribers. Its subscription model, ad-free experience, and focus on local and national coverage have set it apart from competitors.
While it faces challenges like cost concerns and competition, The Athletic’s commitment to high-quality journalism has earned it a loyal fanbase. Its acquisition by The New York Times has given it the resources to keep growing, and its future looks promising as it explores new markets and formats.
For sports fans who want more than just headlines, The Athletic is a must-have. It’s a platform that respects its readers, celebrates the beauty of sports, and tells stories that matter. Whether you’re a die-hard fan or a casual observer, The Athletic offers something for everyone.
FAQs About The Athletic
What is The Athletic?
The Athletic is a subscription-based sports media platform that offers in-depth articles, podcasts, and newsletters about sports, focusing on quality journalism without ads.
How much does The Athletic cost?
Subscription prices vary, but an annual plan typically costs $50-$80 in the U.S. Check The Athletic’s website for current pricing and promotions.
What sports does The Athletic cover?
It covers a wide range, including football, basketball, baseball, soccer, hockey, golf, tennis, and more, with local and national focus.
Can I read The Athletic for free?
New users may get a free trial, but a paid subscription is required for full access. Some content is occasionally free during promotions.
Is The Athletic available worldwide?
Yes, it’s available in many countries, with strong coverage in the U.S., Canada, and the UK, and plans for further expansion.
Does The Athletic have an app?
Yes, The Athletic has apps for iOS and Android, offering a user-friendly experience with offline reading and personalized updates.
Can I cancel my subscription anytime?
Yes, you can cancel your subscription at any time through your account settings on The Athletic’s website or app.
Does The Athletic cover college sports?
Yes, The Athletic covers college sports, including football and basketball, with detailed analysis and team-specific stories.
Are there podcasts on The Athletic?
Yes, The Athletic offers podcasts on various sports and teams, featuring expert journalists and guest analysts.
Can I gift a subscription?
Yes, The Athletic offers gift subscriptions, which are popular for sports fans during holidays or special occasions.
Does The Athletic have live coverage?
The Athletic provides live blogs and real-time updates for major games and events, alongside its in-depth articles.
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