The Athletic is currently in discussions with NFL Media regarding the distribution of its content on the league's digital platforms. Potential outlets for this partnership include NFL.com and the NFL+ app, although the precise stage of negotiations remains unclear as neither party has publicly commented. This follows The Athletic's recent arrangements, such as a deal last year allowing the use of NFL highlight clips in its own coverage and a syndication agreement with NBA.com for some of its stories.

The move represents a significant strategic consideration for The Athletic, which has traditionally focused on growing its subscription base behind a paywall since its inception over a decade ago. Expanding its reach by syndicating content on NFL Media platforms could increase audience exposure but may also impact its subscription-based revenue model. The site has simultaneously been investing in video content, exemplified by its NFL show hosted by Robert Mays, Derrik Klassen, and Dave Helman, as well as recruiting established sports journalists like Jonathan Jones from CBS Sports to enhance its multiplatform offerings.

Earlier this year, the NFL sold the NFL Network to Disney but retained control over its digital assets, including its websites, apps, and streaming channels. NFL Media is actively rebuilding its talent roster with returning hosts such as Andrew Siciliano, Colleen Wolfe, and Mike Yam, alongside new digital creators like Brett Kollmann and Trevor Sikkema. These investments demonstrate the NFL's commitment to strengthening its digital presence and content capabilities.

The potential collaboration with The Athletic fits into this larger effort to expand NFL Media's content offerings and appeal to diverse audiences through trusted sports journalism. Should the deal materialize, it would mark a notable partnership between a premium subscription sports journalism brand and the NFL’s digital media ecosystem, blending The Athletic’s in-depth reporting with NFL Media’s extensive distribution reach.