Mash Sport: Russia's first sports tabloid

What is Mash Sport?

Mash Sport is the first sports tabloid in Russia and part of the Mash media holding. I dreamed it up and launched it from scratch in 2024 — from the idea and the name to the distribution architecture. As publisher I owned the whole product — the editorial and visual frame, audience growth, the commercial model — and from day one I wired the tabloid into the Mash ecosystem so it would strengthen its sports vertical.

How Mash Sport is built

The tabloid is built around emotion — drama, conflict, strong visuals and irony where sport meets meme culture. I set the editorial and visual frame — tone of voice, style, content structure — and off it the team assembles a feed you recognise on sight. Promotion and special projects pulled a young, sport-minded audience into the brand, while the distribution architecture carried the material across the channels of the Mash ecosystem.

What Mash Sport achieved

In its first two months Mash Sport passed 100,000 Telegram subscribers, and it turned an operating profit inside the first quarter. It became its own recognisable brand within Mash and strengthened the holding's sports vertical. Engagement from the young, sport-minded audience climbed, and the sports segment widened Mash's commercial reach — all of it at the start, with no run-up.

A sports tabloid isn't just news — it's drama, conflict and irony: the audience comes for the emotion, and the brand grows on it.