The Athletic Monetized Sports News

People love free stuff.

And when it comes to news, they expect it to be free.

Just open Twitter, check ESPN, or scroll through Reddit, and you will find scores, updates, and expert takes without paying a dime.

So why would anyone spend money on a sports news site?

That’s what many investors thought when The Athletic launched in 2016.

A subscription-only sports website? No ads and... no free articles?

It all sounded impossible.

But a few years later, over 1 million sports fans already paid for it.

In 2022, The New York Times bought them for $550 million.

So, what did The Athletic do differently?

And how did they convince fans to pay for something they got free?

Let’s break it down.

The Big Idea:

Launching The Best News Channel for Sports

Most sports sites fight for clicks.

They pump out fast, shallow news with short updates, trade rumors, and sensational headlines because more clicks mean more ad money.

In 2016, Alex Mather and Adam Hansmann saw this mess in the sports media and wanted to do something opposite to what was happening.

So, they launched The Athletic, a premium sports-dedicated website with deep, high-quality sports journalism, stories, and sports schedules.

No ads or junk. Instead of chasing quick news, they went deep.

They wrote long-form, in-depth info that one couldn’t find anywhere else.

• Instead of a 200-word game summary, they gave a 5,000-word breakdown of why (some) teams lost.

• Instead of reposting trade rumors, they scheduled exclusive interviews with insiders.

• Instead of sensational hot takes, they gave thoughtful, data-driven insights.

In short - They wrote content so well that fans couldn't resist paying.

But content alone wasn’t enough. The real magic was how they sold it.

And that’s where things get interesting.

Behind the Magic:

Acing The Premium Content Market

So, how did The Athletic convince over 1 million sports fans to pay for content?

They didn't rely on luck. They entered the market with a clear plan and strategy to build trust, exclusivity, and long-term loyalty.

Here’s how they pulled it off.

1. They Focused on the Die-Hard Fans

Most sports websites try to cover everything for everyone.

They post quick news updates, clickbait headlines, and shallow articles that attract casual readers. But casual readers don’t pay.

They skim, move on, and forget.

The Athletic ignored the casual audience and went straight for the fans who don’t just check scores but want to dig into the game deeply.

Instead of covering every sport, they focused on teams and leagues because these had the most dedicated fans.

And they built their brand around high-quality storytelling, deep analysis, and exclusive insider reports to impress these targeted audiences.

Most importantly, they hired top sportswriters. They recruited big-name journalists from ESPN, The New York Times, and local newspapers.

It wasn’t just about talent but was about credibility.

Fans were already loyal to these writers, so when The Athletic said that they had to pay to continue reading, it didn’t feel like a risk for readers.

Whether it was NBA, NFL, NHL, or soccer, The Athletic ensured that every hardcore fan had something worth paying for.

2. They Put Up a Paywall from Day One

Most media companies start free and then introduce a paywall later, hoping people will be so hooked that they will pay.

But The Athletic made people pay from the very start, from USA to Japan. For example, here’s how the paywall looks for those in India:

There were no free articles, no ad-supported content, and no loopholes. If you wanted access, you had to subscribe.

That was a bold move. Most people believed sports news was impossible to monetize because fans could get scores, updates, and analysis for free elsewhere.

But The Athletic wasn’t just selling news.

They sold depth, quality, and exclusivity.

And they framed their paywall as a premium membership, not a restriction. By going subscription-only, they sent a strong message:

• We’re not here to chase clicks. We’re here to serve real sports fans.

At first, people hesitated.

But over time, they started trusting that The Athletic’s content was more detailed, insightful, and valuable than anything they could find for free.

And once they paid? They rarely left.

3. They Made Paying Feel Like a Win

Most paywalls feel frustrating. You click an article, and suddenly, a pop-up blocks you.

The Athletic avoided this mistake. Instead of making their paywall feel like a barrier, they made it feel like an exclusive club.

One of their massive selling points was their clean, ad-free experience - no banner ads, autoplay videos, distractions.

They made sure fans knew what they were paying for:

• A better reading experience - fast, smooth, and distraction-free.

• No corporate influence - they served readers, not advertisers.

• Unmatched depth - instead of surface-level reporting, they offered expert-level analysis.

If you do not believe me, check out this post.

This positioned The Athletic as a premium brand. They were selling a completely different experience from every other sports site.

4. They Used Smart Discounts to Hook Fans

Getting people to pay once is a lot easier than getting them to pay every month.

The Athletic knew this.

So, they used long-term pricing strategies to get people hooked. Instead of pushing monthly plans, they ran aggressive yearly subscription discounts.

A standard subscription might cost $10/month, but during special promotions, they offered deals like:

• $40 for an entire year (instead of $120).

• $1/month for the first six months to get people into reading.

• Referral discounts where subscribers could invite friends for a lower rate.

It did two things:

1. It lowered the friction- fans were more likely to pay if they saw a limited-time deal.

2. It kept people locked in - instead of canceling after a month, fans stayed for a year.

By the time renewal came around, most fans had built the habit of reading The Athletic daily, so they didn’t want to cancel. And here are the updated prices:

This is why The Athletic’s churn rate (the number of people who cancel) was much lower than other media companies because they focused on long-term commitment, not just short-term signups.

5. They Kept Their Best Customers Happy

Getting a customer is great. Keeping them is everything.

Many subscription businesses make the mistake of focusing only on new signups while ignoring existing customers. The Athletic did the opposite.

They worked hard to make sure subscribers felt valued so they would keep paying year after year. Here’s how they did it:

• Personalized content: Fans received emails and notifications with articles about their favorite teams. This made their experience feel tailored to them.

• Ongoing improvements: They kept adding new features, like live game coverage and insider Q&As, to give fans more reasons to stay.

• Transparent pricing: Unlike other companies that trick people into auto-renewals, The Athletic made it easy to cancel. Ironically, this built trust, which made people more likely to stick around.

Instead of treating subscribers like transactions, The Athletic treated them like community members. And the result?

A loyal customer base that didn’t just subscribe but became brand ambassadors, referring their friends and spreading the word.

The Athletic sold trust, depth, and a better experience, not just articles.

They knew that casual readers don’t pay, but die-hard fans do. And instead of chasing viral traffic, they focused on loyalty, paying audience from day one.

Soon, over 1 million subscribers and a $550 million acquisition.

Their strategy a smart execution.

And if you run a business, the same principles can work for you too.

Where It Fits:

Ready-to-Use Strategy For You

The Athletic’s success was smart execution. Here’s how you can apply the same strategy to attract and retain paying customers:

1. Target Your Superfans (Not Casual Users)

The Athletic focused on die-hard sports fans, not casual readers.

• Find your best customers - the ones willing to pay.

• Solve a major pain point they can’t ignore.

2. Create Premium Content (Not Generic Free Stuff)

They didn’t cover breaking news. They provided exclusive insights.

• Offer something deeper, better, or unique that’s worth paying for.

• Make it so good that free content can’t compete.

3. Set a Paywall from Day One

They didn’t rely on ads or free content.

• Give away teasers but charge for real value.

• If you sell software, limit free trials to basic features.

4. Use Smart Pricing & Discounts

The Athletic used low-risk pricing to remove hesitation.

• Offer limited-time discounts or annual pricing to increase commitment.

• Add bonus incentives to make the deal irresistible.

5. Keep Customers Hooked

They engaged subscribers with personalized content & constant improvements.

• Send exclusive updates based on user interests.

• Build community access or VIP perks to boost retention.

Resources For You

Templates: Struggling to create high-convertin g DTC ads? Get 60+ proven DTC ad templates used by top brands. Plug, tweak, and launch winning ads instantly.

Hunting Marketing Jobs: Check out GrowthRoles. It's a job board just for marketers. From email marketing to social media marketing, find your dream role today.

Blog:

• Paywall explained: A complete guide for 2025

• How to write a news article: A complete guide

• A guide to custiner retention strategies

• How to use discount solutions without decreasing value

YT Video: What is a video paywall? (and how you can use one!)

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