The Athletic, a prominent sports news outlet owned by The New York Times, is making significant strides in the realm of live video content with the introduction of its new streaming show, "The Athletic LIVE." Scheduled to premiere on September 8, this innovative program aims to provide fans with comprehensive game coverage, interactive watch-alongs, and engaging discussions.
Initially, "The Athletic LIVE" will feature three live streams per week, with plans to increase this to five weeknight shows by late October. The show will be accessible for free on platforms such as YouTube, The Athletic's official website, and its mobile app, making it easy for sports fans to tune in and engage with the content.
Jesse Burton, The Athletic’s head of Global Series & Specials, expressed the company's ambition to expand its live programming further, particularly around major sporting events. He stated, "You’ll see us continue to ramp up live programming across our slate," highlighting the outlet's commitment to enhancing its offerings in the competitive sports media landscape.
One of the key features of "The Athletic LIVE" will be its second-screen coverage during live games. On nights without games, the show will host discussions featuring The Athletic's journalists and special guests. This format is designed to keep viewers engaged and informed, even when there are no live events taking place. Burton mentioned that the show would provide a platform for live coverage during significant events, such as March Madness, which is a highlight of the sports calendar.
The integration of "The Athletic LIVE" with existing shows will allow for seamless transitions between programs, such as moving directly from Sunday Night Football coverage into postgame analysis on "The Athletic Football Show." This strategy aims to create a comprehensive viewing experience for NFL fans, allowing them to stay connected with their favorite teams and players throughout the evening.
As The Athletic seeks to build a robust audience for its live programming, the company is also focusing on monetization strategies. Burton emphasized the goal of creating a large, engaged audience during key moments in sports, while also ensuring that the programming is profitable. Google Gemini has been announced as the presenting sponsor for "The Athletic LIVE," reflecting the outlet's commitment to securing meaningful revenue streams through advertising and sponsorship.
In addition to traditional video ads, The Athletic is exploring innovative sponsorship opportunities that could include set integrations and collaborations with talent. Sebastian Tomich, The Athletic’s chief commercial and development officer, noted that there is significant potential for revenue generation in live video programming.
To reach a broader audience, The Athletic is leveraging YouTube as a platform to connect with sports fans beyond its own channels. Burton remarked, "YouTube is an incredible discovery engine and a great place to introduce new audiences to our journalism," indicating the outlet's strategy to cultivate deeper relationships with viewers over time.
The launch of "The Athletic LIVE" follows previous successful ventures into live programming, such as watch-alongs during the World Cup and live recaps on "The Athletic Football Show" after NFL games. The new show will also feature interactive elements like polls, sports trivia, and live reactions to viewer comments, all broadcast from a studio in Marina del Rey.
The initial lineup of contributors to "The Athletic LIVE" includes notable figures such as NFL analyst Charles McDonald, former college quarterback Max Browne, and national NFL writer Daniel Popper. As the NBA season approaches, national NBA writer Zach Harper and independent sports creator Kofie Yeboah will join the team, along with independent sports journalist Joon Lee as a weekly stats contributor.
With this expansion into live video, The Athletic is positioning itself as a key player in the sports media landscape, aiming to engage fans with dynamic content and comprehensive coverage of their favorite sports.
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