The Athletic Hires LionTree to Find Buyer at Price of More Than $750 Million

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.