In 2016, a US sports media outlet launched a website aimed at revolutionising the industry. Founded by two employees of Strava, the subscription-based fitness website, The Athletic aimed to produce sports coverage for die hard fans which avoided the pitfalls of ad revenue websites, presenting its subscribers with thoughtful writing, a clean aesthetic and, perhaos most importantly, no adverts.
Today, three years later, the Athletic is taking a new step. With close to $100m of venture capital behind them and 500,000 subscribers to their US site, The Athletic is coming to the United Kingdom.
In this special episode of the Football Media Podcast, Jon talks to Ed Malyon, former sports editor of The Independent and recently appointed UK Managing Director of The Athletic, about how the company is attempting to win over the United Kingdom and add English football to its coverage.
This venture will see the landscape of the British sports media changed irrevocably. Whether it works or not, things will never be the same again.