By Kelly Marshall
Austin Sports Journal
Owner & Publisher Michael Adams announced Thursday that the The Austin Sports Journal has launched its first seed round, seeking to raise $100,000 to expand coverage, grow partnerships and strengthen the foundation of one of Central Texas’ fastest-growing media platforms.
Readers and supporters can now learn how to invest in the Austin Sports Journal and be part of its next stage of growth.
Founded in 2023, the Austin Sports Journal was built from the ground up with a purpose to create a professional, credible platform that celebrates local sports in the Austin area and the communities behind them.
Adams, a longtime journalist and former managing editor at the South Florida Business Journal and editor/reporter at the Austin American-Statesman, launched the publication as a one-person newsroom covering high school and college sports along the Austin–San Antonio corridor. With no corporate backing, paid promotion or outside investors, the Austin Sports Journal grew organically through grassroots support and word of mouth.
Two years later, that vision has turned into one of the region’s most trusted and engaged local sports outlets, reaching more than 800,000 readers each month across web, social and video – all built 100% organically.
“When I started this, I didn’t have a staff, a sales team or a marketing budget, just a belief that people still care about their local schools, their kids and their communities,” Adams said. “We’ve proven that authentic, community-first journalism still works and is wanted by readers.”
The Austin Sports Journal’s growth has been driven by consistent, authentic storytelling and measurable results for advertisers. Campaigns with local partners regularly outperform traditional and paid-social media, averaging a $0.03 cost per click and $1.70 CPM, compared to industry averages nearly ten times higher.
Funds from the seed round will support continued expansion, including new jobs, enhanced video and multimedia coverage, technology upgrades, and a strengthened sales and partnerships team.
The investment opportunity is structured through a Simple Agreement for Future Equity (SAFE) with a 20% discount.
“We’ve reached a point now where we can’t get up with growth and demand on our own, and we’ve done it organically by building trust and hard work,” Adams said. “Now, we’re looking for investors who share our belief in what local media can be, something that connects people, celebrates communities and continues to grow responsibly.”
The seed round represents the next step in transforming the Austin Sports Journal from a successful local startup into a sustainable, scalable media brand serving the entire Central Texas region.