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· Posted on
October 14, 2024

New York Times and Yahoo Sports are partnering up to give women's sports a major media power play

New York Time's The Athletic is teaming up with Yahoo Sports to kickstart a new women's sports coverage hub.

What's the key learning?

  • There is a growing interest in women's sport in the recent years.
  • Retail is taking advantage and boosting their promotion for women's sportswear, which media companies caught on, too.
  • With this fresh collaboration between NYT and Yahoo Sports, both can benefit from this new revenue-generating opportunity in the coming months or years.

👉 Background: The New York Times is the second-largest newspaper in the US and it’s been in circulation since way back in 1896. It's also the owner of sports-subscription news site called The Athletic, which it acquired for $550 million USD.

👉 What happened: NYT's The Athletic is teaming up with Yahoo Sports to kickstart a new women's sports coverage hub. The content will be hosted on Yahoo Sports but published by both outlets. Plus, both outlets will have the option to sell advertising packages as part of this collaboration.

👉 What else: This new hub will be free for consumers, which should make it easier for the New York Times and Yahoo Sports to tap into the growing audience of women's sports, and the growing commercial opportunities that come with it.

What's the key learning?

💡Where the audience goes, advertisers and the media attention follow.

💡In the last few years, we've seen interest in women's sport skyrocket - just ask the Matildas. With audiences gravitating towards women's sport, media companies have been doubling down on their coverage.

💡This pivot isn’t just because audience interest in is increasing, we’re also seeing advertising investment in women's sport go up. Get this, the WNBA averaged 42 sponsorship deals per team in 2024, which is a 43% jump compared to 2022.

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