N ews Corp Australia has revealed the launch of subscription-based website and app, Code, aiming to deliver daily in-depth sports coverage to a new audience.
Code will provide international coverage from a team of journalists, combined with perspectives from athletes, coaches and commentators, with the platform appointing several Australian athletes as ambassadors and contributors.
The ambassadors include world no.1 tennis athlete, Ash Barty, who has contributed to a feature available this week, Australian cricketer, Steve Smith, who will discuss Australia’s T20 World Cup campaign, and Australian NBA athlete, Patty Mills, who will reflect on his time on the Brooklyn Nets.
The contributing team at Code will be led by sports journalist, Alex Brown, former national head of sport at News Corp.
Brown has also held senior positions at Fox Sports Australia and was recently head of communication at Cricket Australia.
News Corp Australasia executive chairman, Michael Miller, said Code was part of its strategy to attract new audiences through the launch of new brands.
“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…
“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,” he said.
Alex Brown also said the mission of Code was to build a ‘thriving and engaged community’.
“Code’s mission is simple: to tell amazing, insightful stories about the sports Australians love and the people who make them happen,” Brown said.