Nine teams with The New York Times sports site The Athletic
Premium subscribers to The Sydney Morning Herald and The Age now receive access to The Athletic, expanding Nine’s digital content offerings through a new partnership with The New York Times.
Nine Publishing has announced a bundling deal that grants premium subscribers of The Sydney Morning Herald and The Age complimentary access to The Athletic, a digital sports journalism platform owned by The New York Times.
The partnership, which comes into effect immediately, offers Australian readers one year of unlimited access to The Athletic’s coverage of major global sports including the NBA, English Premier League, UEFA Champions League, Formula 1, and the NFL. Known for its in-depth analysis, real-time insights and exclusive reporting, The Athletic features content from some of the world’s most experienced sports journalists.
This initiative builds on Nine’s recent digital enhancements, including updates to its puzzles platform and the launch of the Good Food app, as part of its broader subscriber engagement and growth strategy.
“We are thrilled to give our Herald and Age subscribers access to the world's best standalone sports site,” said Luke McIlveen, Executive Editor of The Sydney Morning Herald and The Age. “The surge in popularity of US sports in Australia makes The Athletic the perfect offering for readers who value quality, trusted journalism.”
Aimie Rigas, Director of Audience Growth at Nine, added: “Our subscribers are passionate about quality journalism, and sport is no exception. The Athletic delivers the kind of sharp, in-depth coverage our subscribers can’t get enough of.”
Nine says the bundle represents the first of its kind for a local Australian masthead, underscoring its commitment to delivering added value to its premium digital audience.
