Last fall, The Athletic made a big push into several new markets ahead of the fall sports season. It’s made several product changes to ensure those people stick around for the 2018 season.

The subscription-supported sports startup, which charges $9.99 per month or $50 per year, has the advantage of covering a topic with an avid fan base. But has to worry about churn and about competition from ad-supported national competitors such as ESPN or Yahoo and local news publishers, many of whom have spun up their own Athletic-esque paid products.

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