Too much sport is barely enough, went the famous catchcry of Roy and HG.
And a new bundling deal announced by Nine on Friday will deliver readers of the Sydney Morning Herald and The Age with an abundance of high-quality sports content from around the world.
The unprecedented deal will see premium subscribers for the Herald and The Age get complimentary access to one of the world’s most revered sports news sites, The Athletic.
The Athletic, part of The New York Times, is staffed by some of the world’s most experienced sports journalists, with coverage of some of the globe’s most popular sporting franchises that are growing in popularity with Australian audiences. They include the NBA, English Premier League, UEFA Champions League, Formula 1 and the NFL.
Premium subscribers of the Herald and The Age will have one year’s unlimited access to The Athletic’s in-depth coverage, with exclusive reporting, up-to-the-minute news, scores, expert analysis and real-time insights.
Combined with the award-winning sports journalism produced by the Herald and The Age teams, covering local and international sports events, trends and personalities, premium subscribers will now have all the sports coverage they’ll ever need at their fingertips.
Buffalo Bills MVP quarterback Josh Allen.Credit: AP
Coming into effect from today, the bundle is an Australian first for a local masthead, and further strengthens Nine Publishing’s audience growth strategy.
“We are thrilled to give our Herald and Age subscribers access to the world’s best standalone sports site,” Executive Editor of The Sydney Morning Herald and The Age Luke McIlveen said.
“The surge in popularity of US sports in Australia makes The Athletic the perfect offering for readers who value quality, trusted journalism.”
Nine’s Director of Audience Growth, Aimie Rigas, said: “Our subscribers are passionate about quality journalism, and sport is no exception – so this one’s for them. From the NBA to the Premier League, we know there’s huge interest in global sport coverage, and The Athletic delivers the kind of sharp, in-depth coverage our subscribers can’t get enough of.
“It’s the perfect match for our own local sports expertise and a great new perk for our premium subscribers.”
