Sports sell. 

In Baltimore, it’s the city’s National Football League (NFL) team, the Baltimore Ravens, that readers want to buy.

Gary Olszewski, director of consumers sales and marketing at the Baltimore Sun, said the news media company uses coverage of the team to boost sales and subscriptions.

“By the time we got to the Super Bowl, we had already captured our audience in print and online,” he said. “The Baltimore Ravens, their marketing group, are second to none.”

Olszewski said he hopes this attention from the sports section will increase readership.

“We’re trying to drive eyes to our stories,” he said.

The company is working to drive print and digital sales by making a few changes within the newspaper, such as rebranding the sports section, which now includes eight to 10 pages of Ravens coverage.

The company also changed its digital subscription landing page, created digital banner ads, and re-designed the site’s home page.

 Football was the first step for the company, Olszewski said: 

“Now, we’re doing baseball.”