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Deadspin

Deadspin is an American digital sports media outlet founded in 2005 by Will Leitch as part of . Initially based in , it pioneered irreverent, first-person plural blog-style that challenged traditional media narratives and emphasized scandals, pop culture intersections, and unfiltered commentary. Over its history, ownership shifted from to Communications in 2016, then to , and most recently to Lineup Publishing in 2024, amid significant staff reductions. The site achieved influence by disrupting staid sports coverage but became defined by controversies, including a 2019 revolt against a "stick to sports" directive that resulted in the firing of editor Petchesky, and high-profile errors like a 2023 article falsely portraying a young fan's face paint as , which drew widespread criticism for prioritizing ideological framing over evidence. These incidents highlighted tensions between its original ethos and later drifts toward cultural commentary, contributing to its commercial decline and operational instability.

Founding and Early Development

Origins Under Gawker Media (2005–2010)

Deadspin was established in early 2005 when freelance writer Will Leitch pitched the concept of a sports gossip blog to , founder of , capitalizing on untapped stories like the "Ron Mexico" scandal that mainstream outlets overlooked. The site launched on September 8, 2005, initially based in , with preliminary test posts dating back to July of that year to refine content before public rollout. As 's dedicated sports outlet, Deadspin operated with editorial independence typical of the network's blogs, eschewing traditional access journalism in favor of an outsider's lens on sports culture and media flaws. Leitch, serving as founding editor until mid-2008, defined the site's early voice through short, first-person plural posts that blended humor, skepticism, and fan-centric commentary, exemplified by its inaugural piece critiquing ESPN's speaker fees. The tagline "Sports news without access, favor or discretion," attributed to managing editor Lockhart Steele, encapsulated this approach, prioritizing irreverence over insider favoritism and drawing early contributors from comment sections, such as future writer . Absent initial reader comments—which were added and moderated about three months post-launch—the blog quickly gained traction by filling gaps in sports coverage, such as gossip and media critique, amid the rising . In July 2008, Leitch transitioned to New York magazine, handing editorship to A.J. Daulerio, who expanded the roster with writers like Tommy Craggs and sharpened attacks on outlets including ESPN, while introducing broader cultural angles on sports. Daulerio's tenure until May 2009 featured heightened visibility, notably from NBC's Bob Costas referencing Deadspin in a September 2008 "Costas Now" segment, which inadvertently validated the site's disruptive critique of sports journalism norms. By 2010, following Daulerio's move to Gawker proper and Craggs's interim role, Deadspin had evolved into a leading sports blog, sustaining Gawker Media's emphasis on unfiltered aggregation and opinion while amassing influence through rapid traffic growth, though exact metrics from the era remain anecdotal.

Growth and Influence in Sports Blogging (2011–2016)

Under A.J. Daulerio's editorship, which extended into early 2012 after his appointment in 2008, Deadspin intensified its focus on media criticism, particularly targeting ESPN's practices, while maintaining its irreverent tone that prioritized fan perspectives over traditional journalism norms. This period marked a shift toward more aggressive investigative pieces, building on the site's earlier growth and distinguishing it from legacy sports outlets by blending snark with substantive reporting. Daulerio's departure to edit in November 2011 did not disrupt this momentum, as contributors like Tommy Craggs, who had joined in 2009, continued steering content toward exposing industry hypocrisies. In 2012, Deadspin's influence surged with John Koblin's exposé on ESPN talent Sarah Phillips fabricating her résumé and connections, which led ESPN to sever ties with her and highlighted the site's role in holding broadcast giants accountable. This was followed in January 2013 by Tim Burke and Jack Dickey's revelation of Manti Te'o's fabricated girlfriend story, a hoax that had been amplified by mainstream media including Sports Illustrated; the piece not only drew massive traffic but also prompted broader scrutiny of narrative-driven sports reporting, influencing subsequent coverage like a 2022 Netflix documentary. These scoops solidified Deadspin's reputation as a pacesetter in digital sports journalism, encouraging competitors to adopt faster, more skeptical approaches over polished institutional narratives. By 2013–2016, Deadspin's innovations extended to provocative stunts like Tim Marchman's purchase of Dan Le Batard's Baseball Hall of Fame ballot in November 2013, which exposed voting opacity and prompted the Hall to revise rules in January 2014. Pieces such as Greg Howard's 2015 critique of Jason Whitlock's leadership at ESPN's The Undefeated further demonstrated the site's willingness to tackle internal media dynamics, contributing to shifts in personnel and editorial directions at rival outlets. Overall, this era positioned Deadspin as the internet's preeminent sports blog, fostering a writer-centric model that prioritized long-form investigations, ranked lists, and cultural commentary, thereby pressuring traditional media to evolve amid declining ad revenues and rising digital competition. The site's approach, unburdened by constraints, influenced the proliferation of outsider voices in sports blogging, though it also drew criticism for from defenders of established norms.

Ownership Transitions

Acquisition by Univision and Formation of G/O Media (2016–2018)

In August 2016, following Media's filing amid a $140 million judgment against it in the privacy lawsuit, Communications acquired Gawker's core digital properties—excluding the bankrupt Gawker.com—for $135 million in a . These assets, rebranded as (GMG), encompassed alongside sites such as , , Jalopnik, , Lifehacker, and The Root. The acquisition, announced on August 18, , integrated into 's media unit, aimed at bolstering its digital reach among younger, English-speaking audiences. Under 's ownership, Deadspin retained much of its and irreverent sports commentary style, though early frictions emerged over . In September 2016, shortly after the sale, Univision removed several articles from Deadspin's archive, prompting the site's staff to republish two of them—pieces on —as an act of defiance against perceived corporate . This incident highlighted tensions between Deadspin's ethos and Univision's broader corporate priorities, including advertiser sensitivities. By 2017, Deadspin faced external legal challenges, such as a lawsuit from oddsmaker RJ Bell over an article criticizing his betting analysis site, which Univision defended as an attempt to intimidate journalists rather than a meritorious claim. GMG's performance under Univision proved underwhelming, with traffic growth stagnating amid industry-wide digital media shifts and internal editorial churn. In January 2017, Univision had also acquired a controlling stake in The Onion for an additional $27 million, folding it into its digital portfolio. However, by mid-2018, facing financial pressures including a failed IPO attempt and debt from prior acquisitions, Univision initiated a formal process to explore selling GMG and its Onion stake. Announced on July 10, 2018, this move valued the assets potentially at hundreds of millions but signaled Univision's pivot away from expansive digital investments toward its core Spanish-language broadcasting. The sale exploration laid groundwork for GMG's eventual transfer to private equity firm Great Hill Partners in April 2019, which restructured the properties under the new entity G/O Media.

Tensions Under G/O Media Management (2019–2023)

In April 2019, , backed by private equity firm Great Hill Partners, acquired from Communications for an undisclosed sum, gaining control of Deadspin alongside sites like and . Early tensions emerged between the site's editorial staff, known for blending sports coverage with sharp political and cultural commentary, and G/O's leadership under CEO , who prioritized profitability through streamlined operations and reduced non-core content. Staff criticized Spanfeller's approach as overly corporate, including demands for performance quotas and the installation of tracking software on employee computers, which fueled perceptions of a clash between journalistic independence and business imperatives. The flashpoint arrived in October 2019 when G/O editorial director Paul Maidment issued an internal memo directing Deadspin to "stick to sports," explicitly discouraging off-topic political posts on social media and emphasizing audience growth through sports-focused content. Deadspin editor Barry Petchesky was fired on October 29 for defying the directive by tweeting political commentary, prompting an immediate revolt. Over the following days, the site's entire editorial and writing staff—approximately 20 members—resigned en masse between October 30 and November 1, citing irreconcilable differences over editorial freedom and accusing management of stifling the site's irreverent voice. The departing staffers launched a rival publication, Defector, in 2020, further highlighting the rift. Maidment resigned on November 5 amid the fallout. Post-exodus, G/O rehired and installed new leadership, including Cheryl Washington as editor-in-chief in November 2019, but high turnover persisted, with the site cycling through multiple editors amid ongoing disputes over content direction and internal culture. By 2023, Deadspin had seen five editors-in-chief in that year alone, reflecting sustained friction between a staff favoring provocative, culture-war-infused sports writing and management's push for commercially viable, less polarizing output. Tensions escalated publicly in November 2023 when Deadspin published an article accusing a 9-year-old Kansas City Chiefs fan of wearing "blackface" and a Native American headdress, framing it as emblematic of NFL tolerance for racism; the piece, which halved red-and-black face paint matching team colors, drew widespread backlash for mischaracterizing the child's fandom. Deadspin deleted the article and saw resignations from senior staff, including the author, while the child's family filed a defamation lawsuit in February 2024, which a Delaware court refused to dismiss in October 2024, underscoring the site's vulnerability to legal and reputational risks under G/O's oversight. G/O expressed frustration with such controversies, which strained relations with owners and contributed to Deadspin's diminished traffic and eventual sale.

Sale to Lineup Publishing and Staff Overhaul (2024)

On March 11, 2024, sold Deadspin to Lineup Publishing, a Malta-based startup founded earlier that year with no prior experience in . The financial terms of the transaction were not publicly disclosed. CEO stated in an internal memo that the site had achieved profitability in the period leading up to the sale, though he provided no supporting financial data. Lineup Publishing opted not to retain any of Deadspin's approximately 11 existing editorial staff members, resulting in the immediate layoff of the site's entire workforce. Spanfeller's memo explained that the buyer intended to assemble a new team "more in line with their editorial vision," signaling a planned overhaul of the outlet's operations and content direction. This move followed years of internal tensions at G/O Media, including previous staff reductions and editorial disputes at Deadspin. In subsequent announcements, Lineup Publishing outlined its strategy for Deadspin, emphasizing a pivot toward content and affiliate partnerships while explicitly ruling out the use of for content generation. The company, registered in —a known for hosting operations—has faced scrutiny over opaque ownership ties to betting-related entities, though Lineup has not confirmed such connections. By May 2024, Lineup indicated plans for a third relaunch of the brand under its control, aiming to restore its legacy as a sports commentary platform while integrating gambling-focused material.

Editorial Style and Philosophy

Irreverent Gawker-Inspired Approach

Deadspin's foundational editorial style emulated Media's signature irreverence, emphasizing snarky commentary, gossip, and subversion of conventions over conventional play-by-play reporting. Launched on December 1, 2005, by Will Leitch under founder Nick Denton's oversight, the site positioned itself as a "sports gossip" outlet, targeting absurdities in athlete behavior, fan excesses, and media pieties with unfiltered humor and profanity-laced takedowns. Leitch, who had contributed to , crafted Deadspin to mirror its parent's outsider ethos, rejecting the staid objectivity of outlets like in favor of personal, acerbic voice that mocked sacred cows such as player hero-worship and league sanctimony. This Gawker-inspired punk-like philosophy manifested in content that prioritized cultural critique and entertainment value, often framing sports events through lenses of hypocrisy or banality rather than heroic narratives. Early posts exemplified this by dissecting scandals—like the 2006 NBA referee betting probe—with gleeful cynicism, portraying league officials as complicit enablers rather than impartial arbiters, which amplified reader engagement through shared disdain for institutional pretense. Writers employed a conversational, anti-authoritarian tone, as in Leitch's manifestos decrying "cheering in the press box" not as a call for neutrality but as license for irreverent skepticism, trusting audiences to discern truth amid the sarcasm without algorithmic promotion. The approach disrupted traditional sports media by humanizing flaws in the industry, such as fawning athlete profiles, through exaggerated ridicule that highlighted real hypocrisies, fostering a loyal readership drawn to its unapologetic nonconformity. Deadspin's irreverence extended to internal dynamics, with posts occasionally roasting colleagues or blending sports with broader media gossip, reinforcing a boundary-blurring that treated as a microcosm of societal absurdities. This method yielded viral hits, like dissections of celebrity-athlete crossovers or fan culture idiocies, but relied on subjective framing over empirical verification, prioritizing provocation to challenge dominant narratives in an when digital platforms rewarded contrarianism. By , the site's had surged to millions of monthly uniques, validating the model's efficacy in capturing through stylistic rather than volume of straight news. Critics later noted that while this approach innovated by democratizing discourse, it sometimes veered into excess, underscoring trade-offs between and rigor inherent to 's DNA.

Evolution Toward Political and Cultural Commentary

Deadspin's editorial approach, initially centered on irreverent sports commentary, gradually incorporated political and cultural analyses, often framing sports events through lenses of social justice, media critique, and partisan politics. This shift became evident in the mid-2010s with the launch of dedicated non-sports verticals, such as The Concourse, which focused on culture, food, and broader societal issues, with contributors arguing that these topics outperformed traditional sports posts in engagement as early as August 2019. For instance, in January 2014, former NFL punter Chris Kluwe published a lengthy piece on Deadspin detailing his firing by the Minnesota Vikings, attributing it to his advocacy for same-sex marriage, highlighting the site's willingness to explore intersections of athletics and cultural debates. By 2015, Deadspin extended this trend to critiques of media handling of race, as seen in an October article examining ESPN's The Undefeated initiative, which aimed to address racial issues in sports but faced internal resistance, reflecting the site's growing emphasis on systemic cultural narratives over pure game recaps. Political coverage intensified post-2016 election, with pieces like a 2013 rebuff to evolving into more pointed 2022 commentary labeling him a "frightened coward," often tying political figures to sports-related or fan . This evolution aligned with staff assertions that sports could not be isolated from politics, as articulated by former editor Barry Petchesky, who in 2019 defended the site's "genuine journalistic product" encompassing reporting on media, pop , and politics. However, internal data from September 2019 revealed that non-sports content constituted less than 1% of page views, with 24 of the top 25 stories sports-related, suggesting the political resonated more with ideology than broad readership metrics. This discrepancy fueled tensions under G/O Media ownership, culminating in the October 2019 mass staff exodus after a directive to "stick to ," which writers viewed as an assault on their integrated approach to cultural commentary. Critics, including analysts, noted the shift painted Deadspin into a corner, prioritizing ideological consistency over audience retention, as evidenced by declining ad revenue tied to polarizing non-sports pieces. Despite this, the site's defenders maintained that contextualizing within political realities—such as corporate or athlete activism—was essential to its Gawker-era DNA.

Key Reporting and Achievements

Innovative Sports Coverage and Scoops

Deadspin distinguished itself in through aggressive pursuit of stories shunned by mainstream outlets reliant on athlete and league access, often leveraging anonymous tips, public records, and digital sleuthing to uncover deceptions and scandals. This approach yielded scoops that exposed hypocrisies in athlete narratives, such as the 2009 reporting on Josh Hamilton's alcohol relapse, which detailed the baseball player's violation of his recovery program despite public redemption arcs peddled by networks like . Similarly, in October 2010, Deadspin published voicemails from to sideline reporter , revealing unwanted advances that prompted an investigation into the quarterback's conduct during his time with the , a story traditional media had sidestepped amid Favre's heroic image. The site's most prominent scoop came on January 16, 2013, when reporters Timothy Burke and Jack Dickey exposed the girlfriend hoax, verifying through phone records, discrepancies, and tipster input that linebacker 's claimed online-only relationship with Lennay Kekua—who supposedly died of on the same day as his grandmother—was fabricated by hoaxer Ronnaiah Tuiasosopo via . This revelation, published days before the , dismantled a narrative amplified by outlets like and , which had portrayed Te'o as a tragic inspirational figure en route to Heisman contention, ultimately forcing Te'o's public admission and reshaping perceptions of vulnerability in college athletics. Deadspin's innovations extended to long-form investigations prioritizing systemic issues over game recaps, such as the exposé on the U.S. Center for SafeSport's inadequacies in addressing in , highlighting bureaucratic failures through interviews and internal documents that pressured reforms despite institutional resistance. These efforts, often drawing on punk-inspired defiance of access-driven norms, elevated blogging by treating athletes as flawed individuals rather than icons, influencing outlets to adopt more adversarial while amassing traffic spikes—e.g., the Te'o story garnered millions of views and prompted congressional scrutiny of laws.

Expansion into Broader Cultural Narratives

Deadspin's editorial approach increasingly integrated sports coverage with examinations of intersecting social, political, and cultural dynamics, particularly from the mid-2010s onward, as evidenced by the launch of sub-sites like The Concourse in 2016, which focused explicitly on politics, media, and non-sports topics and generated higher traffic than core sports content. This shift reflected a philosophy that sports events and figures could not be isolated from broader societal contexts, such as racial dynamics in athlete activism or institutional responses to cultural controversies. For instance, staff writers produced in-depth analyses linking protests led by to national debates on policing and patriotism, framing these as inherent to understanding league economics and fan engagement rather than peripheral distractions. The site's expansion manifested in pieces that anticipated or critiqued emerging flashpoints, including a 2014 article positing —a dispute over in gaming —as a harbinger of polarized online battles over identity and media influence, which Deadspin analogized to tensions within sports reporting. Similarly, coverage extended to cultural appropriation in fan traditions, such as a 2023 call for the to prohibit Native American headdresses and face paint at games, citing stadium policies and broader sensitivities around indigenous representation in sports spectacles. These narratives often adopted a , progressive lens, challenging mainstream sports media's deference to league narratives and emphasizing causal links between athletic institutions and power structures, though critics argued this veered into ideological advocacy over empirical sports analysis. By 2019, this broadening reached a flashpoint when management imposed a "stick to " directive amid falling traffic, prompting editor Barry Petchesky's dismissal after he publicly rejected it, asserting that inherently encompassed cultural totality—from NBA dealings with to media biases in coverage. Subsequent staff resignations underscored the commitment to this model, with departing writers citing the inseparability of from as a core achievement in elevating discourse beyond game recaps. While this expansion garnered acclaim for pioneering boundary-pushing that influenced outlets to address underrepresented angles, it also drew accusations of prioritizing cultural critique—often aligned with left-leaning viewpoints—over audience-preferred focus, contributing to polarized reception and eventual operational strains.

Major Controversies

Resistance to "Stick to Sports" Directive (2019)

In late October 2019, editorial director Paul Maidment issued an internal memo directing staff to adhere strictly to coverage, stating that "the site’s management wants to see more original reporting and analysis across the site" and that non- topics should only appear if they "touch on " and remain "fair game." This policy shift aimed to refocus the site on its core audience amid declining traffic from off-topic content, as internal data reportedly showed stories outperforming political ones. Deadspin staff resisted the directive immediately, viewing it as an infringement on the site's established irreverent style that blended with and commentary. On , , editors defiantly populated the homepage with previously popular non- articles, such as pieces on and pop , in direct violation of the memo. That same day, Barry Petchesky was fired for failing to enforce the policy, prompting him to publicly state on , "I've just been fired from Deadspin for not sticking to ." Petchesky's dismissal escalated the conflict, with staff framing the "stick to " edict as a for suppressing critical voices on power structures beyond athletics. The resistance culminated in a mass exodus, as nearly the entire editorial team resigned in protest starting October 30, 2019. By November 1, all 20 writing and editing staff members had quit, leaving Deadspin without its core personnel and effectively gutting its original voice. CEO defended the changes as necessary for sustainability, but the episode underscored broader tensions between the site's gadfly ethos—rooted in its heritage—and corporate demands for narrower, advertiser-friendly content. Maidment resigned on November 5, 2019, amid the fallout.

Chiefs Blackface Accusation and Backlash (2023)

On November 27, 2023, Deadspin published an opinion article by staff writer Carron J. Phillips titled "The NFL needs to speak out against the Kansas City Chiefs fan in Black face, Native headdress," criticizing a photograph of a 9-year-old Kansas City Chiefs fan at the team's November 26 game against the Las Vegas Raiders. The article described the boy, identified in subsequent legal filings as Holden Armenta (H.A.), as wearing a Native American-style headdress, a Chiefs jersey, and face paint divided down the center in black and red—colors associated with the Chiefs' branding—while accusing him of racism, cultural insensitivity toward Native Americans, and "blackface" intended to mock Black people. Phillips wrote that the NFL and Chiefs organization bore responsibility for permitting such displays, extending the criticism to imply the "entire Chiefs Kingdom" enabled racism, and speculated that H.A.'s parents had taught him "how to hate Black people and Native Americans at the same time." The piece sparked immediate backlash on and from public figures, who argued it misrepresented standard fan face paint mimicking team aesthetics as racial mockery, particularly since the black portion aligned with common Chiefs supporter decorations rather than historical minstrel-style . publicly condemned Deadspin, stating the outlet had "crossed a line" by targeting a for what appeared to be innocent fandom. Critics, including the boy's mother Shannon Armenta, highlighted that the article ignored context, such as the headdress being a element not intended as appropriation, and amplified unverified assumptions about the family's intent. The Armenta family reported receiving death threats, harassment, and doxxing following the article's virality, which garnered over 1 million views on social platforms. Deadspin did not issue a formal or retraction; instead, the site removed Phillips' from the article and reassigned him to non-editorial duties amid internal review, though the piece remained online in edited form. On , , H.A.'s parents, and Armenta, filed a lawsuit against Deadspin and in , alleging the article falsely portrayed their son as racist, accused them of inculcating hatred in him, and caused reputational harm and emotional distress without basis in fact. The suit claimed the "" label was defamatory , as it imputed criminal or , and argued Deadspin's opinion-piece defense failed because it presented verifiable falsehoods as fact. In July 2024, Deadspin moved to dismiss the case, asserting the article constituted protected on a and lacked . On October 8, 2024, Delaware Superior Court Judge Eric Davis denied the motion, ruling that a reasonable could find the statements defamatory, not purely , and potentially made with reckless disregard for truth, allowing the case to proceed to . The ruling emphasized that phrases like "blackface" and parental inculcation of hate could be interpreted as factual assertions of misconduct, crossing into unprotected territory under First Amendment standards. As of October 2024, the litigation continues, with potential implications for journalism's boundaries in sports media.

Other Notable Disputes and Legal Challenges

In June 2016, Deadspin published an article titled "How America's Favorite Expert Turned A Sucker's Game Into An Industry," accusing RJ Bell, founder of Pregame.com, of engaging in deceptive and predatory business practices, including misleading customers about betting success rates. Bell responded by filing a $10 million against Deadspin and its company, (later ), in June 2017, alleging the piece contained fabricated claims that damaged his reputation and business. The suit proceeded amid Gizmodo's bankruptcy proceedings, with a dismissing claims against the company in December 2017 but allowing litigation against the freelance author to continue. The case settled in January 2019, with Deadspin agreeing to add a link to Bell's rebuttal on the article without admitting liability or issuing a retraction. In March 2022, former MLB pitcher Trevor Bauer filed a defamation lawsuit in the U.S. District Court for the Southern District of New York against Deadspin and managing editor Chris Baud, claiming articles from 2021 falsely stated that he had fractured a woman's skull during a sexual encounter and implied ongoing criminal conduct despite evidence to the contrary. Bauer argued the reporting persisted in defamatory falsehoods even after corrections, seeking damages for reputational harm amid his MLB suspension. U.S. District Judge Paul Crotty dismissed the suit in February 2023, ruling the challenged statements were nonactionable opinions or substantially true based on initial police reports, though noting Deadspin's initial error in fracture details. Bauer appealed but voluntarily dropped it in May 2023, ending the case without recovery.

Impact and Decline

Influence on Sports Journalism Landscape

Deadspin pioneered an irreverent and adversarial style in sports journalism starting with its 2005 launch under , emphasizing crude humor, skepticism toward institutional narratives, and a rejection of the athlete-as-demigod trope prevalent in legacy outlets like and . This approach destabilized traditional respectability in the field, positioning Deadspin as a punk-inspired counterforce that prioritized unfiltered commentary over access-driven deference, rapidly growing to become the most visited sports blog by 2008. By challenging accepted tropes—such as uncritical hero worship—it encouraged a broader shift toward humanizing athletes and critiquing sports' cultural underpinnings, influencing digital-native sites to adopt more conversational and opinionated tones. The site's evolution into political and cultural commentary further reshaped the landscape, normalizing the integration of non-sports topics like media scandals and social issues into sports coverage, which supplanted traditional sources for many readers seeking analysis beyond game recaps. Deadspin's resistance to "stick to sports" norms, exemplified by its 2019 editorial standoff, highlighted tensions over journalistic scope and inspired adversarial models that resisted monolithic sports culture, even as it provoked pushback from owners prioritizing narrower focus. This expansion influenced competitors to either emulate its boundary-pushing—evident in the rise of opinion-heavy platforms—or reinforce boundaries, contributing to a polarized ecosystem where increasingly intersected with broader . Deadspin's legacy endures through its alumni, who founded outlets like Defector in to sustain the irreverent ethos amid corporate constraints, perpetuating a strain of that prioritizes over advertiser-friendly conformity. While its peak influence waned post-2019 due to ownership changes and audience shifts, it undeniably accelerated the digitization and democratization of sports media, fostering a landscape where snark, scoops, and cultural critique coexist with traditional reporting, though often at the expense of consensus-driven neutrality.

Audience Erosion and Financial Pressures

Following the November 2023 controversy over an article accusing a fan of —later revealed to involve face paint—Deadspin experienced significant audience backlash, including advertiser withdrawals and reader boycotts that accelerated preexisting traffic declines. The site's monthly unique visitors, which ranged from 14 to 17 million in according to data, had already diminished substantially by the early due to editorial shifts and staff turnover, but post-controversy metrics plummeted further to approximately 717,000 monthly uniques prior to its 2024 sale. This erosion, representing retention of roughly 5% of peak audience levels, stemmed from alienated enthusiasts who favored coverage amid Deadspin's increasing emphasis on cultural and political angles, as evidenced by prior internal mandates to "stick to " that highlighted non- content's minimal traffic contribution (less than 1% of page views in ). Financial strains intensified as low traffic hampered ad revenue sustainability, despite G/O Media CEO Jim Spanfeller's assertion that Deadspin achieved profitability before divestiture through cost reductions post-resignations. The parent company's broader challenges in a competitive landscape, compounded by ongoing legal liabilities from the 2023 defamation suit filed by the Chiefs fan's family, prompted the March 11, , sale to Lineup Publishing—a startup—for an undisclosed sum reportedly exceeding G/O's acquisition cost. This transaction entailed the immediate layoff of Deadspin's entire 11-person editorial staff, signaling acute operational pressures and a under new ownership toward betting content to recapture monetizable audience segments.

Current Status and Future Direction

Operations Under New Ownership (2024–2025)

In March 2024, sold Deadspin to Lineup Publishing, a Malta-based digital media startup founded by Tim Booker, a entrepreneur with prior experience as CTO of a betting-focused firm, and Max Noremo, a executive linked to and operations. The transaction did not include retaining any of Deadspin's existing editorial of approximately 11 members, who were laid off effective immediately, with Lineup Publishing opting to assemble a new team aligned with its vision. CEO later stated in July 2025 that Deadspin had achieved profitability under prior ownership and was sold for more than its acquisition price, though specific financial terms were not disclosed. Lineup Publishing relaunched the site in mid-May 2024 after migrating archives, which temporarily disrupted access to older content. Initial posts emphasized sports coverage with an integrated focus on betting analysis and odds, drawing on the site's established value to attract traffic for affiliate partnerships in sports wagering. The owners explicitly rejected -generated content, with Booker stating, " has no place on Deadspin," prioritizing human-written articles supplemented by partnerships such as with Field Level Media for wire service stories. Early output included game recaps and athlete profiles, like coverage of Caitlin Clark's WNBA debut and MLB matchups, though a significant portion—estimated at 88% in May 2024—consisted of syndicated wire content rather than original reporting. For staffing, Lineup hired sportswriter Nick Pedone to handle editorial direction and , marking a lean operation compared to previous iterations. The strategy extended beyond pure sports to incorporate and pop elements tied to betting trends, aiming to leverage Deadspin's brand for revenue through gambling referrals without overhauling its core identity. By late 2024 and into 2025, the site continued publishing sports-focused articles, including NHL coverage as recently as October 2025, maintaining operational continuity under this model amid the secretive nature of Lineup's broader portfolio.

Strategic Shifts Toward Betting and Core Sports Focus

In March , G/O sold Deadspin to Lineup Publishing, a Malta-based startup, leading to the immediate of the site's entire editorial staff of approximately 10 employees and the formation of a new team aligned with the buyers' vision. The transaction reflected broader financial pressures on , with G/O 's CEO later claiming in July 2025 that Deadspin had generated profits prior to the sale, though exact figures were not disclosed. Deadspin relaunched on May 13, 2024, under Lineup Publishing's direction, explicitly shifting toward a core sports focus integrated with content to capitalize on the U.S. industry's growth following the 2018 decision legalizing statewide sports wagering. The new ownership rejected for content generation, prioritizing human-written analysis on professional leagues like the and NBA, alongside betting , operator , and regulatory updates—evident in the site's dedicated betting section featuring articles on price targets (lowered to $59 in October 2025) and NCAA policy changes allowing student-athletes to bet on pro sports starting November 1, 2025. This pivot positioned Deadspin as a potential gambling affiliate site, emphasizing partnerships with betting platforms over the prior era's emphasis on cultural and political commentary, amid a sports media landscape where outlets like have deepened betting integrations for revenue. Lineup Publishing's opaque structure—registered in with limited public disclosure on backers—has raised questions about long-term sustainability, but the strategy aligns with industry trends where betting content drives 20-30% of traffic for comparable sites, per analyst estimates. By October 2025, output included coverage of betting operators' revenues, such as Rush Street Interactive's $269 million quarterly record, signaling sustained commitment to this dual focus despite earlier post-sale uncertainties.

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