Fubo has announced an integrated marketing partnership with The Athletics which will position the virtual pay TV company’s brand and video content around the world New York Times-owned by a sports-focused digital platform.

The AthleticsFubo’s first marketing partner from the world of video streaming will integrate Fubo’s content into the sports site’s live gaming blogs, with future plans to feature it in preview articles, newsletters and product sections of the sports site. The two parties have also expressed their intention to jointly develop new features The Athletics.

Neither party would discuss exactly what Fubo content would be available on The Athleticsnor would they release any monetary details about the arrangement. The announcement did say that the two would work together to deliver engaging content experiences “through custom in-content modules that will contain relevant game information.”

Fubo, in turn, started a decade ago as a live streaming destination for football fans and has morphed into a broader virtual MVPD (vMVPD) that markets itself as a suite of live channels for sports fans, bundling ESPN, Fox Sports, CBS Sports . and NBC Sports, among other sports-oriented networks.

Fubo has been aggressive in seeking marketing partnerships with professional sports teams, including Major League Baseball.

The Athletics partnership is designed to drive away sports fans Timesfast-growing sports platform to sign up for one of Fubo’s four live-streamed pay TV tiers, which start at $60 per month for the cheapest plan at an introductory price that increases to $80 after the first month.

Fubo is taking on the fastest-growing pay-TV company, YouTube TV, which counts powerful entities including the NBA among its marketing partners.

And it can use all the help it can get The Athletics could offer. Fubo ended its second quarter in June with 1.45 million North American subscribers, down from 1.51 million in the first quarter but up 24% from 1.16 million paying customers at the end of the second quarter of 2023.

Fubo, which has been hovering just above junk trading waters since its stock peaked at nearly $50 per share in early 2021, reported a net fiscal Q4 loss of $26.7 million, down from a $50 million loss a year earlier.

Bought by the New York Times for $550 million in 2022, The Athletics wants to build a holistic sports platform that combines numerous content elements, including live video, with the UX.

The Athletics has entered into other recent marketing partnerships, including one with eBay to support a sports collectibles business, and another with BetMGM for gambling. Another marketing agreement was signed with StubHub for online event ticket sales.

In its second-quarter earnings report in early August, the Times mentioned subscription income for The Athletics rose 19.4% to $29.3 million, while advertising revenue rose 30% to $7.1 million.

“This collaboration brings together The Athletics‘s unparalleled sports journalism and Fubo’s dynamic live content, improving the way fans interact with sports. Together, we are committed to building a deeper community of sports fans, providing the best coverage and creating compelling new experiences for fans both locally and nationally,” said Sebastian Tomich, Chief Commercial and Development Officer for The Athleticsin a statement.

Article updated to reflect that Fubo ended Q2 2024 with 1.45 million paid North American subscribers and Q2 2023 with 1.16 million. An earlier version incorrectly listed the periods as Fubo’s fiscal fourth quarter.