The Athletic

Leading premium subscription-based sports news platform, operating as a distinct brand under The New York Times umbrella

The Athletic, now part of The New York Times following a $550 million acquisition completed in 2022, is a premium subscription-based digital sports media company founded in 2016 by Alex Mather and Adam Hansmann. The platform built its reputation by recruiting top-tier sports journalists from traditional outlets and offering readers deep, long-form coverage of their favorite teams and leagues without the clutter of display advertising. Its model stood in sharp contrast to ad-supported sports media, betting instead on reader revenue through monthly and annual subscriptions. The Athletic covers a vast array of professional and collegiate sports, including the NFL, NBA, MLB, NHL, Premier League, and more, with localized beat reporters dedicated to individual franchises and markets. This hyper-local yet nationally scalable approach attracted millions of subscribers and positioned the company as a disruptor in sports journalism. The platform operates across web and mobile apps, offering podcasts, newsletters, and live game threads in addition to written editorial content. Within The New York Times ecosystem, The Athletic represents a significant expansion of the company's subscription bundle strategy, complementing products like NYT Cooking and Wordle. While The Athletic continues to operate as a distinct brand and editorial unit, its integration into the Times' broader subscription offering has deepened its distribution reach. The Athletic remains a key player in the premium digital media landscape, demonstrating that quality, ad-free sports journalism can sustain a viable direct-to-consumer business model.