This research examines a sports-only digital subscription launched in summer 2018 by an American newspaper chain. We examine sports-news managers’ perceptions and the media organization’s marketing executives’ efforts regarding this new revenue stream that unbundles the legacy newspaper while coupling news managers with promotional strategies to compete in today’s digital news marketplace. Thinking far beyond sports coverage, this research digs deep to explore the potential effects of detaching sports reporting from its traditional home in the journalistic institution and examines whether this strategy could become a sustainable economic approach for legacy media. Practical implications are discussed, and professional recommendations are presented.