How a 19th-century baseball weekly became the Bible of American sports journalism

Entertainment · Published 3 October 2026 Swipe more like this →

In short: Founded in 1886, The Sporting News began as a five-cent weekly newspaper in St. Louis. It evolved from a baseball-focused print authority into a global digital media brand, surviving over a century of ownership changes, format shifts, and the transition from ink-and-paper to the streaming-driven era of modern sports.

Established by Alfred H. Spink, a director for the St. Louis Browns, The Sporting News initially covered baseball, horse racing, and professional wrestling. By the time of World War I, it had cemented its status as the premier national voice for baseball, earning the nickname 'The Bible of Baseball.' Its influence was solidified through deep ties to the sport, including its vocal support for the American League and its founder, Ban Johnson, in the early 1900s. The publication even helped broker the 1903 National Agreement, which ended hostilities between the American and National Leagues and paved the way for the modern World Series.

The publication remained under the stewardship of the Spink family for decades, with J. G. Taylor Spink taking control in 1914 and his son, C. C. Johnson Spink, following in 1962. During this era, the magazine expanded its scope beyond baseball, introducing coverage of football, basketball, and hockey. It also became a cultural arbiter, launching prestigious honors like the Player of the Year award in 1936. By 1991, the newspaper format was abandoned in favor of a glossy, full-color magazine, marking a significant shift in its visual and editorial identity.

The 21st century brought rapid transformation. After being sold to Vulcan Inc. in 2000, the publication moved its headquarters from St. Louis to Charlotte, North Carolina, between 2007 and 2008. The most radical change arrived in December 2012, when the magazine ceased print production entirely after 126 years. Under subsequent ownership by Perform Group and later DAZN Group, the brand pivoted toward digital-first content, integrating with streaming services and social media strategies to reach younger audiences. Today, it operates as a digital entity under Sporting News Holdings, a consortium formed in 2020, continuing its legacy as a cornerstone of sports media.

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