The Athletic launches in the UK

05 Aug 2019

By: Sport Industry Group

US-based sports journalism outlet The Athletic, which has over 500,000 subscribers in North America, has launched in the UK.

The Athletic’s UK operation will focus on in-depth football reporting and a number of leading writers have been signed up by the outlet ahead of its launch for the new Premier League season.

The website will cover all Premier League teams as well as leading EFL sides for the first phase of its UK launch, with more set to follow.

The Athletic launched in 2016 and has built up a significant following in the US and Canada. The platform expects to reach a million subscribers by the end of the year while operating in 50 cities across North America.

Its UK coverage will include in-depth, digital-only coverage of football teams, with subscriptions priced at £9.99 per month. Readers can also pay a yearly single payment of £59.99.

As part of its launch, The Athletic is offering a 50% off promotion to new subscribers at £4.99 per month or a yearly single payment of £29.99. The website will be ad-free and will not include pop-ups or auto-play videos.

Journalists who have joined The Athletic’s UK team include David Ornstein, Oliver Kay, Amy Lawrence, George Caulkin, Danny Taylor, Adam Crafton, Nancy Frostick and Roshane Thomas.

UK-based fans who subscribe to The Athletic will also receive access to its coverage of the NFL, Major League Baseball, NBA and NHL, as well as other teams and sports.

Alex Kay Jelski, Editor of The Athletic UK, said: “Football fans in the UK are incredibly passionate and have an insatiable appetite for in-depth analysis that takes them behind the scenes of their favourite clubs. We have compiled a team of the very best football writers whose knowledge and contacts will be crucial in giving fans the insight they crave.

“The Athletic will also be the only outlet with a writer assigned to every single Premier League club. We are also covering some EFL clubs, with an expansion planned. The model has worked extremely well in the US and we are confident that UK football fans will be willing to pay a small subscription fee to get the sort of writing they cannot access anywhere else.”

Alex Mather, Founder and Chief Executive, added: “From the moment we launched The Athletic in 2016, we knew our model was primed for expansion overseas and the UK, as a sport-mad country, was an ideal location.

“We want to give journalists greater freedom to write the stories they are passionate about and the resources to do the best work of their career. The fact that so many of the UK’s leading football writers have decided to join The Athletic is a testament to the excitement we are generating. Ultimately, it is football fans who will benefit from this new investment in UK sports journalism.”