The Athletic: The Evolution of Subscription-Based Sports Journalism
In an era where digital advertising has struggled to sustain traditional newsrooms, The Athletic emerged as a bold experiment in sports media. Launched in January 2016 by Alex Mather and Adam Hansmann, the platform bypassed the traditional ad-supported model in favor of a subscription-based approach, focusing on high-quality, deep-dive journalism for die-hard sports fans.
What began as a local project in Chicago quickly scaled into a global operation, challenging the dominance of legacy sports networks by hiring veteran beat writers and prioritizing local expertise over generic national coverage.
Key Facts
- Founded: January 2016 by Alex Mather and Adam Hansmann.
- Ownership: Acquired by The New York Times Company in 2022 for $550 million.
- Business Model: Subscription-based (registration required).
- Reach: Local coverage in 47 North American cities and extensive coverage in the United Kingdom.
- League Coverage: Includes all 32 NFL teams, 30 MLB teams, 30 NBA teams, and 23 of 32 NHL teams.
- Financial Status: Reported its first profitable quarter in Q3 2024.
From Chicago Startup to Global Powerhouse
The Athletic launched as part of the Y Combinator summer 2016 batch. Its initial footprint was limited to Chicago, led by founding editor Jon Greenberg and writers Sahadev Sharma and Scott Powers. The strategy was simple: provide the level of detail and insight that only local beat reporters—those who follow a single team daily—could offer.
Rapid North American Expansion
Following its Chicago debut, the site expanded aggressively. By October 2016, it entered Toronto, followed by Cleveland and Detroit in 2017. By August 2017, the platform established a presence in the San Francisco area and introduced national coverage, hiring renowned journalists such as Ken Rosenthal, Seth Davis, and Stewart Mandel.
The expansion continued throughout 2018, filling gaps in markets like New York, Dallas, Boston, and Miami. A primary goal during this phase was serving underserved hockey fans, eventually achieving full local coverage for every NHL and NFL team by September 2018. By October 2018, the addition of Memphis marked the 47th local market, completing coverage for all NBA teams.
International Growth and Multimedia
In August 2019, The Athletic crossed the Atlantic to launch in the United Kingdom, focusing heavily on domestic and international football (soccer). To bolster its multimedia presence, the company acquired the football YouTube channel Tifo Football in April 2020 and the podcast production firm Muddy Knees Media in June 2020.
Acquisition by The New York Times Company
Despite rapid growth and a loyal subscriber base, The Athletic struggled with profitability due to high operational expenses and a heavy reliance on venture capital. By 2021, the company had raised $139.5 million across five funding rounds but remained unprofitable.
In January 2022, The New York Times Company acquired The Athletic for $550 million. While initially operated as a semi-independent entity, the integration deepened in July 2023 when The New York Times dissolved its own internal sports department, replacing it entirely with The Athletic's infrastructure and staff.
This transition was not without controversy; the New York Times Guild criticized the move, suggesting it was a method of outsourcing unionized jobs to a non-union subsidiary. In May 2024, the platform was fully migrated to nytimes.com/athletic.
Financial Performance and Scale
Under the stewardship of The New York Times Company, The Athletic finally achieved financial stability. The company reported its first profitable quarter in the third quarter of 2024. By the end of 2024, approximately 5.83 million subscribers had access to the service through direct or bundled subscriptions.
| Metric/Event | Detail/Value | Timeline |
|---|---|---|
| Launch City | Chicago | January 2016 |
| Total Venture Funding | $139.5 Million | 2017–2018 |
| Subscriber Milestone | 1 Million Global Subscribers | September 2020 |
| Acquisition Price | $550 Million | January 2022 |
| First Profitable Quarter | Q3 2024 | 2024 |
| Q2 2025 Revenue | $54.0 Million | June 2025 |
Frequently Asked Questions
Who owns The Athletic?
The Athletic is owned by The New York Times Company, which acquired the platform in January 2022.
Does The Athletic cover international sports?
Yes, The Athletic expanded into the United Kingdom in 2019 and provides extensive coverage of domestic and international football (soccer).
Is The Athletic profitable?
Yes. After years of venture capital funding, The Athletic reported its first profitable quarter in Q3 2024 and recorded a profit of $5.8 million in Q2 2025.
How many subscribers does The Athletic have?
As of the end of 2024, 5.83 million subscribers had access to The Athletic, either through a direct subscription or a bundle with The New York Times.
What happened to the New York Times sports department?
In July 2023, The New York Times shut down its existing sports department and replaced it with The Athletic as its primary source for sports coverage.