Sports publication The Athletic has debuted a new editorial vertical dedicated to collectibles and entered a partnership with Ebay to make relevant collectibles purchasable on the publishers’ website.
The Athletic, now owned by The New York Times, is known for its coverage of all things sports, and that coverage will now extend to sports memorabilia — a growing market that both the publication and Ebay are looking to capture. For its part, Ebay has made a concerted push over the last few years to present itself as the home for collectors of all stripes, most notably through its authentication and vaulting services.
The new editorial vertical will be led by Brooks Peck as Senior Editor, Sports Memorabilia and Collectibles at The Athletic. Peck was previously managing editor of U.S. soccer coverage forthe publication. Reporting will include everything from explainers on worthy collectible investments to insight stories that at times will draw on data from Ebay’s global marketplace. The aim is to connect not only with avid collectors but also sports fans looking to learn about and gain access to the world of sports collectibles.
Through its exclusive partnership with Ebay, The Athletic will make relevant Ebay trading cards, collectibles and memorabilia shoppable through the publication’s content and various product platforms, enabling readers to search for and purchase collectibles from their favorite players, teams, leagues and sports.
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A series of co-branded media campaigns is planned for later this month. Additionally, The New York Times’ content marketing division, T Brand Studio, will create exclusive branded content for The Athletic, with on-platform creative that will promoted across the websites of both The Athletic and Ebay.
