Saturday September 19, 2020

Sports website must learn the rules of engagement

The Athletic scored an own goal when its co-founder gave a now-infamous interview in the US. As the website launches in Britain, it needs to change its tone and lose its ‘tech bro’ image

18th August, 2019

In what was a relatively quiet Premier League transfer window, many British sports journalists found themselves in the rarefied position of being the news, rather than merely its authors. Two weeks ago, US subscription sports website the Athletic launched its British edition with the announcement of a new team of high-profile journalists poached from some of Britain’s leading broadsheets.

The Athletic’s business model is an aggressive and potentially very successful one. By hiring...

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