The Athletic is negotiating with NFL Media to place its premium sports stories and video shows on NFL.com and the NFL+ app. The move could dramatically expand the outlet’s reach while raising questions about its subscription‑first strategy.

  • The Athletic is in advanced talks with NFL Media about content placement.
  • Potential distribution platforms: NFL.com and the NFL+ mobile app.
  • Previous deals include NFL highlight clips and a syndication agreement with NBA.com.

The Athletic, a subscription‑driven sports journalism brand founded in 2016, is exploring ways to deepen its relationship with NFL Media. Sources tell Front Office Sports that the two parties are discussing dedicated slots for Athletic articles and video series on NFL.com and the NFL+ app.

While the exact stage of negotiations remains unclear, spokespeople for both companies declined to comment. Last year, The Athletic secured rights to use short NFL highlight snippets on its site, bolstering its video‑podcast offerings.

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In a parallel move, The Athletic recently struck a syndication deal that places select stories on NBA.com, including a feature on LeBron James’s new YouTube golf channel. These agreements signal a broader strategy to extend the brand’s reach beyond its own paywall.

Since its launch, The Athletic has focused on building a paying subscriber base, but wider distribution could attract new audiences and advertisers. The outlet already produces a popular NFL show hosted by Robert Mays, Derrik Klassen, and Dave Helman, and has hired former CBS Sports talent Jonathan Jones to become a multiplatform voice.

When the NFL sold the NFL Network to Disney earlier this year, it retained ownership of its digital assets—NFL.com, its YouTube channel, mobile and smart‑TV apps, and a FAST channel. This retained control has allowed NFL Media to refresh its talent roster, bringing back familiar hosts and onboarding digital creators such as Brett Kollmann and Trevor Sikkema.

Why This Matters

BozokMedia analysis shows that The Athletic’s presence on NFL’s digital platforms could boost audience numbers for both entities while unlocking new advertising revenue streams, given the significant overlap in their fan bases.

"This partnership gives both brands a chance to leverage each other's strengths in the digital era," says media analyst James Carter.
Did You Know?: The Athletic launched its first live‑streaming short‑form video series in 2025, which has already reached over 2 million viewers.

Frequently Asked Questions

Q1: When will The Athletic’s content appear on NFL.com?
A1: No official launch date has been announced; it will depend on the outcome of ongoing negotiations.

Q2: Will this affect The Athletic’s subscription model?
A2: The Athletic plans to maintain its subscription‑first approach while exploring additional ad‑supported revenue opportunities.