Sorry, we could not find the combination you entered »
Please enter your email and we will send you an email where you can pick a new password.
Reset password:


Executive Report - By Thomas Baekdal - January 2018

A Guide to Pricing Strategies for a Sport Site

The digital world has opened up many new ways of defining your publishing model and one of the clearest examples of this is when we look at sports sites.

Sport is a special type of publishing in that everything is seasonal, so designing a pricing model to match is one of the key ways that sports publishers can get a lot smarter about offering people exactly what they want.

In this 36 page guide, we are going to take a look at how you would create a pricing strategy for a sport site. We are going to talk about the power of upselling, how to use niches, and how to network them together to get a better result than if you were just targeting everyone as a mass-market.

In this guide, we are going to use Eurosport as a case study, not by what they are doing today, but by how we could redefine their pricing model for something much better.

Obviously, while the focus of this article is sports related, the insights that you will get can apply to many other forms of publishing. In fact, it applies to any publisher with a seasonal element, as well as most publishers who are tapping into the trend of niche publishing.

So, let's get started ... and we are going to start with the very end, by taking a problem that we often come across when publishers don't design their subscription and renewal process.

People only subscribe to watch something before the game

One of the most obvious things about sport is that timing has a very big influence on when people are considering subscribing to a sports site.

For instance, if you are a fan of tennis, you might be very interested in watching the Australian Open 2018 Tennis Tournament, which is taking place between January 15 and January 28.

If you are a publisher who is planning to offer people a way to follow this live, when would people be most likely to buy a subscription for this?

This 36 page report is exclusive for subscribers. (login)

Subscribe now to get full access to this Baekdal/Executive report

This Baekdal/Executive article can only accessed bysubscribing to Baekdal/Executive (which also gives you full access to our full archieve of executive reports)

What is Baekdal?

Baekdal is a magazine for media professionals, focusing on media analysis, trends, patterns, strategy, journalistic focus, and newsroom optimization. Since 2010, it has helped publishers in more than 40 countries, including big and small publishers like Condé Nast, Bonnier, Schibsted, NRC, and others, as well as companies like Google and Microsoft.

Baekdal comes in three tiers:


Free weekly newsletters for media professionals, focusing on news, trends, and quick insights.


Weekly media insights and analysis for journalists, editors, and business managers, helping you focus and optimize your newsroom and audience engagement.


In-depth media reports for editors-in-chief, executives, and other decision makers, helping you understand the future of media, trends, patterns, monetization, data, and strategies.


The Baekdal/Basic Newsletter is the best way to be notified about the latest media reports, but it also comes with extra insights.

Get the newsletter

Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


—   monetization   —


Guide to magazines doing advertising behind a paywall


How to design a cheaper news product?


In-depth media analysis: What should we do with media bundles?


Don't sell magazines. Sell what is in them


Why advertising and subscriptions are so hard to mix, but not impossible


How much should a newspaper or magazine cost? It's not the price that defines it