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The Athletic, a subscription-based sports media company known for in depth reporting, analysis and coverage across major leagues and teams, is expanding its video presence through a new partnership with FuboTV Inc. (NYSE: FUBO). The new The Athletic Video Hub gives Fubo users access to a dedicated collection of sports video content, building on the relationship the two companies first announced last year. The Athletic is not publicly traded.
The hub brings a mix of full length shows, short form commentary and highlight clips into one place on Fubo. Among the programs now available are The Athletic Football Show, The Sports Gossip Show, Rates & Barrels, NBA Daily, The Tennis Podcast and No Offseason, along with previews, breakdowns and reaction segments tied to major moments in sports. That gives The Athletic a more visible role inside a streaming environment where viewers often move between live games and analysis.
This latest step reflects how sports media companies are trying to meet audiences where they already spend time. Connected TV has become an important outlet because it combines the reach of television with the flexibility of streaming, and it gives publishers a chance to present their work in a more visual format. For The Athletic, that means extending a brand built on written journalism into video, while for Fubo it adds another layer of sports content to a platform centered on live viewing.
The partnership also includes commercial opportunities. Brands can tap sponsorship formats such as home screen takeovers, interactive CTV ads and custom branded video content produced through The Athletic’s T Brand Studio. That makes the agreement more than a content placement deal, since it also opens another path for advertisers seeking sports audiences across multiple screens.
The new hub builds on the earlier partnership announced in 2024, when Fubo became The Athletic’s first official live TV streaming partner. That earlier arrangement focused on content and product integration, while the new launch gives the relationship a more prominent consumer facing role inside Fubo’s interface. In practical terms, it adds a direct video distribution channel for The Athletic and another sports focused feature for Fubo subscribers.
For both companies, the move underscores a broader shift in sports media. Written coverage still matters, but video is becoming increasingly important in how fans discover, consume and share sports commentary. By putting The Athletic’s programming inside Fubo, the companies are betting that there is room for deeper analysis and storytelling alongside live games, especially on platforms built for lean back viewing.
