{
  "id": 5091308,
  "title": "The Athletic Expands Live Video Push With Nightly Streaming Show",
  "url": "https://urgent.news/2026/09/02/the-athletic-expands-live-video-push-with-nightly-streaming-show",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-09-02T13:00:00.000Z",
  "source": {
    "name": "TheWrap",
    "slug": "thewrap",
    "url": "https://www.thewrap.com/industry-news/tech/the-athletic-live-video-streaming-series/"
  },
  "original_language": "en",
  "account": "The Athletic is venturing into live video programming with a new nightly streaming show called \"The Athletic LIVE.\" The show, set to premiere on September 8, will feature game coverage, watch-alongs, and discussions, all of which will be available free of charge on YouTube, The Athletic's website, and app. Initially, the show will stream three times per week, but this will increase to five weeknight shows in late October.\n\nHead of Global Series & Specials at The Athletic, Jesse Burton, told TheWrap that the company plans to expand live programming around major sporting events and integrate \"The Athletic LIVE\" with its existing shows. This could involve transitioning from coverage of events like Sunday Night Football directly into postgame discussions on \"The Athletic LIVE.\"\n\nSponsorship opportunities are also part of The Athletic's strategy for monetizing the live video content. The Athletic's chief commercial and development officer, Sebastian Tomich, said that they see advertising and sponsorship as \"a meaningful revenue stream\" for live video, and they are exploring creative ways to integrate ads into the show, such as integrating them into the set or partnering to create new content.\n\nThe Athletic has already tested live programming with some of its existing shows. \"The Athletic FC\" hosted watch-alongs during the World Cup, and \"The Athletic Football Show\" will livestream recaps of every regular season NFL game. \"The Athletic LIVE\" will offer additional features like polls, sports trivia, and live reactions to viewer comments. The show will be broadcast from a studio in Marina del Rey.\n\nInitial hosts include NFL analyst Charles McDonald, football analyst and former college quarterback Max Browne, The Athletic national NFL writer Daniel Popper, NBA writer Zach Harper, and independent sports creator Kofie Yeboah. Weekly stats contributor Joon Lee will also appear on the show.",
  "summary": "The New York Times-owned sports outlet plans to ramp up live programming around major games and sporting events The post The Athletic Expands Live Video Push With Nightly Streaming Show appeared first on TheWrap .",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}