If at first you don’t succeed, try, try again.
That appears to be the motto of The Athletic in its efforts to sell itself. After holding unsuccessful discussions for a sale with both Axios and the New York Times Co. over the past few months, the online sports news subscription site has hired investment bank LionTree to help it find a buyer, said people familiar with the situation. It’s possible The Athletic will raise new money instead of selling, said one of the people.
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