The Athletic is taking its coverage of professional basketball to a new level through a collaboration that will give readers access to NBA and WNBA highlights embedded directly into its in-depth reporting. Just in time for the NBA playoffs and the start of the WNBA season, the sports journalism outlet announced it will integrate video highlights alongside articles, offering fans a more immersive and contextual experience of the game.
The initiative pairs The Athletic’s beat reporters, analysts and visual journalists with video content that allows fans not only to see the action on the court, but also to understand the strategies and stories behind it. Whether decoding a single play or breaking down an entire series, the new format aims to bring deeper insights directly to readers through articles and within The Athletic’s app.
“At the heart of this collaboration is a shared commitment to elevating the fan experience,” said Sebastian Tomich, chief commercial and development officer at The Athletic. “By integrating NBA and WNBA highlights into our storytelling, we’re not just showing fans what happened, we’re helping them understand why it mattered.”
Moreover, the platform will feature embedded links that serve as an on-ramp to live NBA and WNBA games, further connecting fans to real-time action.
The new integration includes several video formats tailored to enhance engagement. Among them is The Athletic Spotlight, a showcase video series where reporters analyze key moments by going beyond the X’s and O’s. Another feature, Video Essays, will capture the emotional narratives and pivotal storylines of the most consequential games throughout the postseason.
Additionally, The Bounce Weekly-ish, a video version of The Athletic’s popular daily NBA newsletter hosted by Zach Harper, will bring its signature wit, humor and insights to a broader audience.
Tomich emphasized that the effort reflects The Athletic’s mission to provide the smartest, most insightful sports journalism.
“Our mission at The Athletic has always been to deliver the smartest, most insightful sports journalism anywhere — and now we’re taking that to the next level,” said Sebastian Tomich, chief commercial and development officer, The Athletic. “This partnership lets us bring the game to life, giving our readers a richer, more connected experience across every article, recap and analysis.”
As the postseason heats up and the WNBA tips off, fans can expect more than just highlights — they’ll gain a deeper understanding of the game from every angle.
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