The Athletic crossed the Atlantic in August 2019 Sports publisher The Athletic is best known for its rampant pursuit of journalistic talent and its stand-out belief that fans are willing to pay for better coverage. Having breached a million subscribers globally, its UK wing is now looking to hit the big leagues with the launch of a creative platform, including its first TV advert. The Athletic crossed the Atlantic in August 2019, first connecting with punters when their favourite sportswriters moved behind its paywall. 57 football journalists joined the launch team – many of them big names with big followings. For the subscription fee, they were freed up from the conventions of sports reporting to go deeper. The talent acquisition marked the first marketing campaign from the UK wing, but now it is time for something more.