• Loading stock data...
Tuesday, November 5, 2024
The Best Employers in Sports survey is open through Nov. 6 Learn More

The Athletic’s Live Event Strategy Includes Deeper Discussions and More Star Power

The Athletic - events

The Athletic isn’t a secret anymore.

What started out as a one-city publication that promised to provide in-depth reporting with no advertisements and a user experience focused on doing what was best for the subscriber versus what was best for the advertiser, the company has exploded in sheer headcount and market size thanks, in part, to $30 million in venture capital.

As the publication has grown, so has its offerings for subscribers — the latest addition being intimate subscriber-only events that have been able to provide those who pay between $3.99-$9.99 a month the chance to get up close and personal to their favorite writers.

After all, sports are built around community, and The Athletic believes it can not only provide that through content but in person as well.

“Since they started the company three years ago, there has been a number of informal events that have happened,” said Taylor Patterson, communications director for The Athletic and the person who is overseeing the expansion of their events. “It wasn’t till January or February of this year where we got into more formal, put-together subscriber events.”

While they are just getting started when it comes to formal events, Patterson sees an opportunity for the company to dive deeper with their writers, while also engaging athletes and executives from the teams the writers are covering.

“We did an event in Chicago with Ken Rosenthal and Peter Gammons that allowed them to really take people inside their world. Eventually, we’d like to get to a place where we can bring in executives, front office personnel, and even athletes.”

READ MORE: University of Florida Looks to Drive Engagement With On-Court Projection

Having already done close to 20 events already this year, the company is now going “on tour.” Thanks to a partnership with Homestand Sports, The Athletic began a seven-city Canadian tour earlier this week. Each stop of the tour features local writers as well as appearances from the likes of James Mirtle, Pierre LeBrun, and Eric Duhatschek.

Why Canada? Thanks to the publication’s coverage of hockey, a vastly underrepresented sport on other major publications, Canada has been one of The Athletic’s strongest markets. Because of the role the country and its cities have played in the overall success of the startup, Patterson and other members of The Athletic’s leadership team wanted to make sure they were giving back.

“Typically, we haven’t gone into some of our smaller markets because we just haven’t gotten there, but with Canada, we knew we had to go to all the cities that have signed up to make sure we were live and in person.”

READ MORE: Bucs Beach Showcases the Importance of Instagram

The tour, being led by Kevin Kennedy at Homestand Sports got started on Sept. 22 and will run through the 28th.

Now in their fourth year, Kennedy and Homestand Sports see themselves as a way to take what The Athletic has created online and deliver it offline.

“Our events are a direct link to their fan base. We allow them to get a lot closer to their fans. We sort of take their online community and bring it offline. That is my role in this partnership and it has proven pretty successful for both parties.”

[mc4wp_form id=”8260″]

Both part of their subscriber funnel as well as their subscriber retention plan, events will play a large role in the success of the publication going forward, according to Patterson.

“When it comes to events, we encourage our subscribers to bring their friends who may not be subscribed. While they are great ways for us to introduce potential new users to the site, the events are really meant to give back to our current subscribers as not only a value-add to their subscription, but as a thank you for their support. We would be nothing without them.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Donald Trump

ESPN Will Drop First 12-Team CFP Rankings in Heart of Election Night

The network traditionally hasn’t shied away from going up against election coverage.
Vanderbilt Commodores fans head to the south end zone as the goal post is taken down by exuberant fans after beating No. 1 Alabama 40-35 at Vanderbilt Stadium in Nashville, Tenn., Saturday, Oct. 5, 2024.
opinion

Something New in College Football This Year: Parity

Upsets, surprises. CFB is more fun on the field than the NFL.
Sep 28, 2024; Tuscaloosa, Alabama, USA; GOP Presidential candidate Donald Trump waves flanked by former Georgia Bulldogs player Herschel Walker, recording art Kid Rock, professional golfer John Daily, Alabama senators Tommy Tuberville (R) and Katie Britt (R) during the second half of the game between the Alabama Crimson Tide and the Georgia Bulldogs at Bryant-Denny Stadium.

Mission Swing State: College Football’s Political Advertising Battle

Trump, Harris, and the PACs that support them are utilizing the sport.
Fubo-TV

Fubo Reports 9% Subscriber Growth As Venu Sports Trial Looms

The sports-focused streamer grew revenue by 21%.
podcast thumbnail mobile
Front Office Sports Today

NFL Teams Face Crossroads at Season’s Halfway Point

0:00

Featured Today

The Untapped Revenue ‘Powder Keg’ of Women’s NFL Fandom

There’s a “boatload” of money at stake for brands and the league.
Donald Trump holding a basketball in the White House
October 30, 2024

Mavericks Owner’s $100 Million Trump Donation Dwarfs All Other Sports Owner Political Giving

Dr. Miriam Adelson is one of the most powerful donors in U.S. politics.
Oct 19, 2024; Gainesville, Florida, USA; Florida Gators quarterback DJ Lagway (2) shakes hands while entering the locker room after a game against the Kentucky Wildcats at Ben Hill Griffin Stadium.
October 28, 2024

NIL Director Is the Trendy New Job in College Sports. But the Role Is Chaos

Athletic departments nationwide are hiring for what’s become their most important position.
FuboTV signage
opinion
October 26, 2024

Fubo’s Fight Against Streaming Giants Feels Futile

Fubo notched a legal win, but subs and stock still slump.

UFC’s Vegas Sphere Fight Should Set Records

The MMA fight has big aspirations and a budget to match.
August 13, 2024

Duael’s One-On-One Racing Brackets Are Yet Another Stab at Saving Track

Duael will debut in March 2025 with the inaugural Duael 100.
September 8, 2024

Guardian Caps Make NFL Debut

Multiple NFL players wore Guardian Caps over their helmets Sunday.
Sponsored

World Series Delivers High-Demand Marquee Matchup

The hype around the World Series matchup drove ticket prices to record levels—but the Dodgers’ dominance quickly quieted the fervor.
August 11, 2024

Guardian Caps Have Arrived in the NFL—Ahead of Schedule

Colts star Jonathan Taylor strapped one on for Sunday’s preseason game.
August 5, 2024

How Omega Timing Determined Noah Lyles Won Olympic Gold

Omega touches every corner of the Olympics.
The Adidas ball has changed over the years.
July 25, 2023

The Most Advanced Tech at the Women’s World Cup Might Surprise You

This year’s OCEAUNZ introduces connected ball technology to the women’s game.
Sponsored

Rewriting the Sports Media Playbook

WSC’s highlight automation improved Clemson’s content strategy and overall growth.