TSL #024: From Content to Experiences: Reinventing Sports Media Subscriptions

The New York Times recently announced they are disbanding their sports department.

In today's ever-evolving media landscape, why are media companies stuck on the traditional approach of selling content subscriptions alone?

I've always appreciated content subscription platforms like The Athletic, which boasts one of the best content experiences for sports coverage. However, with the abundance of free sports news and updates available on Twitter and Google aggregation emails (my go-to these days), I understand why churn rate remains a challenge for content-only subscription models.

As a subscriber, I want more than just content from my subscriptions. I want immersive experiences and unique offerings that go beyond simply scrolling through news articles on a screen.

The appeal of engaging with a brand should be about rolling, not just scrolling, into a world of experiences that foster a deeper connection with the content I love.

Media companies must leverage their Intellectual Property (IP) and expand their services to include parallel experiences that complement the core content. Not only does this create a more compelling value proposition for potential subscribers, but it also helps keep us engaged with the brand beyond the basic service.

Here are some ideas:

Sports Membership: Content + Experiences Approach

As an example, I'll use The Athletic, a platform that will soon integrate the New York Times' recently disbanded sports department. While I appreciate their content and reporting, I hesitate about the $7.99 content-only subscription.

What if they offered a broader Sports Membership at a higher price point? For around $150 per month, subscribers could access content and become eligible to compete in The Athletic Recreational Sports League—an exclusive real-world sports experience as part of their membership benefits.

Imagine the possibilities:

1. Live Events: Attending exclusive sporting events, getting the chance to witness games, tournaments, or even meet-and-greet sessions with athletes and sports personalities.

2. Interactive Workshops: Engaging in workshops or training sessions hosted by The Athletic's top journalists, learning and honing sports-related skills.

3. Community Engagement: Becoming part of a like-minded sports enthusiast community, participating in local meet-ups, watch parties, or fan gatherings.

4. Merchandise and Swag: Receiving exclusive merchandise, branded apparel, or special limited-edition items as a token of membership.

5. Travel and Adventure: Exploring sports-themed vacations and adventure trips that allow subscribers to immerse themselves in sports culture across different regions.

6. Gaming and Fantasy Leagues: Experiencing interactive gaming and fantasy sports leagues, going beyond box scores to engage with our favorite sports in new ways.

By diversifying their offerings to include real-world experiences, media companies can truly capture our hearts and, yes, even our wallets.