The venture will have its own editorial team, while also taking content from titles including The Times and The Wall Street Journal.
Celebrated Australian sports stars Ash Barty, Pat Mills, and Steve Smith will be regular contributors as well as being brand ambassadors.
The editorial team will be led by sports journalist Alex Brown, who had previously been national head of sport at News Corp. He has also held senior positions at Fox Sports Australia and Cricket Australia.
“Code combines our journalistic talents in storytelling with our technology expertise to provide the kind of primal emotional connection that sport delivers,” News Corp Australasia executive chairman Michael Miller told Mumbrella.
“We branded it Code because sports lovers are always trying to get inside. Whether it’s inside the moment, inside the minds, or inside the reason why. Code unlocks the stories that take them there.”
He said research suggested a gap existed for a “competitively priced digital sports story proposition”.
“Where the fan consumes the game and wants the result, the sports lover immerses themselves in the stories of the game and players, and searches for the meaning,” he said. “While the stories of sport enjoy huge appeal amongst Australians, these are stories that will appeal to all lovers of great stories, not just sports lovers.”
Brown, also speaking to Mumbrella, said the aim was to build a ‘thriving and engaged community’.
“Code’s mission is simple: to tell amazing, insightful stories about the sports Australians love and the people who make them happen,” he said.
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