How Code Sports is reinventing sports media for the next generation

In Short:
– Code Sports targets sports fans with a lower-cost subscription for curated sports content, distinguishing itself with a youthful UX and tone.
– The publication focuses on off-field storytelling and engages fans by addressing their frustrations through campaigns like “I Call BS.”

The media playbook is being rewritten, and Code Sports is proving that specialising can be more powerful than trying to be everything to everyone.

Speaking with James Manning and Ahron Young on Media Movers, Executive Editor Jason Scott explained how the publication has built a loyal audience by focusing on one thing Australians never stop talking about—sport.

Rather than asking readers to pay for a full newspaper subscription, Code Sports was launched with a “less for less” strategy. Subscribers pay a lower monthly fee for a product built exclusively for sports fans, with a cleaner user experience and a more conversational tone aimed at younger audiences.

But Scott believes the biggest shift isn’t in pricing—it’s in the way fans consume sport.

It’s no longer just about the game

Today’s supporters are increasingly drawn to the stories behind the scoreboard. From player personalities and rivalries to contract drama and off-field moments, fans want to understand the people behind the performances.

Code Sports has embraced this trend, recognising that audiences who become invested in an athlete’s journey are even more likely to watch them compete.

It’s storytelling that extends well beyond the final siren.

Understanding Australia’s sporting obsession

Scott says Australian sport is still dominated by two major passions—AFL and cricket across the south, and NRL and cricket in the north—but interest in Formula 1, the NBA and European football continues to surge.

To connect with passionate supporters, Code Sports launched its “I Call BS” campaign, tapping into the post-match conversations where fans vent, debate and demand honest analysis.

September remains the publication’s biggest opportunity, with AFL and NRL finals delivering huge engagement before seamlessly transitioning audiences into the summer cricket season.

As Scott told Media Movers, success in modern sports media isn’t about covering every story—it’s about understanding what fans genuinely care about and delivering it better than anyone else.