The founders of one of the world's largest sports sites operated for nearly five years with no revenue. The venture was fueled purely by their passion for self-expression and managed by volunteers before they decided to build a formal business around it.
After graduating, Essentially Sports' founders got day jobs, causing the site to lose momentum and traffic. The project survived this critical "lull" only because the founders maintained a shared belief that it was "bigger than them," leading to its eventual revival.
To build credibility and drive revenue, consumer-facing site Essentially Sports hosts exclusive B2B industry events. These events for journalists, athletes, and brands create tangible connections with decision-makers, leading directly to media sales and strategic partnerships.
Essentially Sports' founders went all-in after feeling unfulfilled in their corporate jobs. The catalyst wasn't a grand plan but a shared desire for ownership, leading to a disciplined weekly commitment that doubled traffic monthly even before they quit their day jobs.
To scale ad revenue beyond AdSense, Essentially Sports needed Google's premium GAM 360 network. Despite their traffic growth, their lack of corporate history required them to chase Google for months and ultimately pay a deposit to prove their creditworthiness and secure the license.
The site's content strategy rejects both boring match reports and biased fan rants. Instead, they focus on what they call the 'fan's perspective': well-researched journalism that explores the wider implications and storylines that fans obsess over beyond the immediate game result.
When the pandemic halted live sports, most media outlets cut back. Essentially Sports took a contrarian approach, betting that bored fans would consume more content. They expanded their team and coverage, a move that successfully fueled their growth by riding the wave of increased consumption.
Instead of focusing on a central brand account, Essentially Sports built over 150 niche social media communities for specific players or teams. They believed that on social platforms, users connect more deeply with their specific fandom than with a broad media company brand.
Essentially Sports' creator program attracts talent by solving three key problems: a lack of news-driven content ideas, limited audience reach, and no sales infrastructure. Providing this full 'stack' of services makes them a more compelling partner than a simple ad network.
Essentially Sports grew its newsletter network to over a million subscribers by tracking individual user reading habits. Knowing a user read 80 NASCAR articles allowed them to display a hyper-specific NASCAR newsletter CTA, creating a powerful and curated conversion funnel.