News Corp Australia’s new digital sports brand Code launches this week.
The sports product is promising subscribers a first-class team of journalists from across the globe who will combine with the unique perspectives provided by athletes, coaches and commentators.
Code has signed up three players who will contribute and be brand ambassadors too – Ash Barty, Steve Smith and Patty Mills. Tennis star Barty has contributed a feature to Code which will be available this week. Former Australian cricket captain Smith will reflect on Australia’s battle for the T20 World Cup and Mills will share his thoughts about his impressive NBA debut with the Brooklyn Nets.
Watch also for contributions this week from cricket player-turned coach Mike Hussey and former Brisbane Bronco Corey Parker.
News Corp has been working on the Code project for the past 12 months.
Speaking to Mediaweek about Code, News Corp Australia director, news publishing subscriptions Brendan Collogan said: “This is a destination for the lovers of sport focusing on delivering the best journalism for a new audience. While Code will cover the results and the sports news of the day, its point of difference will be the stories that happen before and after the whistle.
“Sports lovers will be able to access some of the stories for free at codesports.com.au. Visitors can also take a one-month free trial before they commit to a subscription. Pricing will start at $8.99 on a 12-month plan.
“There is also a pay-as-you-go option which is $10.99 a month after the one month free trial.”
Collogan, who has been working on the subscriptions at News Corp Australia recently during his seven years with the company, said registered readers can access three free articles per month.
“The competencies News Corp has built with digital subscriptions over the last few years has allowed us to scan the market for additional audience opportunities and Code is a great example of that.”
News Corp Australasia executive chairman Michael Miller added Code was a direct outcome of the company’s commitment to attracting new audiences through new brands with new media channels.
“Code combines our journalistic talents in storytelling with our technology expertise to provide the kind of primal emotional connection that sport delivers,” Miller said.
“We branded it Code because sports lovers are always trying to get inside. Whether it’s inside the moment, inside the minds, or inside the reason why. Code unlocks the stories that take them there.”
Miller said consumer research undertaken by News Corp into Code confirmed a gap existed for a competitively priced digital sports story proposition.
“Where the fan consumes the game and wants the result, the sports lover immerses themselves in the stories of the game and players, and searches for the meaning. While the stories of sport enjoy huge appeal amongst Australians, these are stories that will appeal to all lovers of great stories, not just sports lovers.”
Code editorial leadership
Code will be led by Alex Brown, a publisher, editor and journalist with multi-platform experience across Australia, the US and the UK. Brown has worked overseas for organisations including ESPN, the San Francisco Examiner and The Guardian, and led sports newsrooms in Australia at Fox Sports, News Corp Australia and Fairfax Media.
Brown was the founding publisher of PlayersVoice in Australia. He also spent two years recently with Cricket Australia as head of communications.
Working with Brown will be a dedicated Code team of journalists and producers. Content will also come from across the global News Corp products including The Times and The Wall Street Journal.
“Code’s mission is simple: to tell amazing, insightful stories about the sports Australians love and the people who make them happen,” said Brown.
A SuperCoach Plus subscription (a $25 value) will be included in the Code package. Code will also feature Match Centres which will offer deeper insights into results and statistics along with the integration of SuperCoach Plus point scoring systems.
Collogan said there will be coverage of the start of a new season of The A-League this week. And now less than three weeks away, The Ashes will be a special focus across the summer.
For more visit www.codesports.com.au or download the Code app.