has struck a deal with the Washington Redskins that includes marketing and content-sharing initiatives, the newspaper reported over the weekend. The new partnership will include
special year-round coverage of the Redskins by the newspaper, as well as special promotions.
On the print front, the partnership includes a “Redskins Weekend Game Guide,”
published weekly, that will wrap the Friday edition of The Washington Times
during the NFL season, beginning this August that same month, The Washington Times
will introduce a free
digital magazine, “The Redskins Report.”
Turning to broadcast, sports reporters from The Washington Times
will appear on Redskins-related radio and TV shows, as well
as the team’s online pregame and halftime shows, to provide commentary and analysis on the team, players and games.
The Redskins will also give The Washington Times
exclusive access to commentaries and interviews with players and coaches, which will appear in the new weekly print and digital publications, as well as special sections in the newspaper. The partners
will collaborate on initiatives to expand their digital audience reach via social media and email. The Washington Times
President and CEO Larry Beasley stated:
“The fan bases of both organizations have a lot in common and will benefit from the partnership. Both have rich histories of serving football fans, as well as active-duty and retired military
members. The partnership also allows both organizations to expand the quality, breadth and interactive nature of their publications.”
The news comes amid a still-simmering
controversy over the NFL team’s name, which some critics say should be changed because it is offensive to Native Americans. The Washington Times
, which often embraces conservative
editorial views, has been supportive of the team’s refusal to change its name.
This is just the most recent in a series of content-sharing deals aiming to increase the
newspaper’s sports coverage. Last year, The Washington Times
struck a content-sharing deal with Comcast SportsNet Mid-Atlantic, which gave the newspaper access to channel's digital
coverage for both its Web site and print editions, according to The Washington Business Journal