The Athletic Partners With Creators for Younger Audiences

The Athletic, a sports journalism site owned by The New York Times, has launched a pilot partnership program with sports-focused creators to expand its reach, particularly among younger demographics. Since September, the publication has released approximately 75 videos in collaboration with these creators, generating a combined total of 50 million views across various platforms. This initiative aims to connect with audiences through engaging, creator-led content that complements The Athletic's in-depth reporting.

One notable collaboration featured creator Brandon Pereira, known as Coach Koe, at the National Sports Card Convention in Chicago. A 97-second video, published to TikTok, documented Coach Koe assisting a young collector named Dominic in his quest to find a specific Caleb Williams trading card. Dominic had saved $120 by washing garbage cans to attend the convention, but the desired card was priced at $324. The video highlighted the interaction between the creator and the young fan, showcasing a moment of connection facilitated by The Athletic's platform. The video was sponsored by eBay and included hashtags related to the Chicago Bears, Caleb Williams, sports cards, and the NFL.

Beyond this specific instance, The Athletic's creator partnerships have encompassed a range of content formats. These include explainer videos, such as one detailing how a 21-year-old transitioned from college golf to competing against professional golfer Scottie Scheffler shortly after turning pro. Another video explored the history behind "one of the most expensive pieces of grass ever sold." In anticipation of the World Cup, The Athletic produced content featuring sports creators from different countries sharing their tournament predictions and favorite soccer memories. Additionally, at the beginning of the previous NBA season, the publication collaborated with the social media publication @halfpast*noon for a post focusing on breakout basketball stars.

Adam Park, The Athletic's director of video growth, stated that the creator-led videos have collectively garnered 50 million views. The partnership program has also contributed to a significant increase in The Athletic's social media presence, with the site gaining 100,000 followers across its platforms since the program's inception last September. This strategic move into creator partnerships signifies The Athletic's effort to diversify its content strategy and engage with a broader, potentially younger, audience through the popular medium of short-form video and creator-driven narratives.