Thrillist Launches New Editorial Destination, “The New Gameplan,” to Celebrate the Intersection of Food, Drinks, Sports, and Local Traditions

Sponsored by Lipton Iced Tea™, New Storytelling Endeavor Goes Beyond Game Scores to Highlight What Happens off the Field
Company Release
December 1, 2020

NEW YORK – December 1, 2020 – Thrillist, the James Beard award-winning resource for food, drink, travel, and entertainment, announced today that it has launched a new editorial destination, “The New Gameplan,” to celebrate the intersection of food, drinks, sports, and local traditions around the country as sports fans experience game seasons unlike any other due to the pandemic. Sponsored by Lipton, the official iced tea of the NFL, Thrillist’s new storytelling endeavor will be an inclusive, modern take of what it means to be a sports fan when you can’t physically tailgate or be at the game. Audiences can expect new recipe content, home entertaining hacks and meaningful explorations of diverse fandoms across the country.

“As the no. 1 food, drink and travel brand for Gen Z and Millennials, audiences trust Thrillist to unearth the best local experiences,” said Group Nine CRO, Geoff Schiller. “Our engaged readers spend 1.5X more time with our tailgating and sports content than the average Thrillist topic. We’re excited to partner with Lipton to launch ‘The New Gameplan’ as we redefine and celebrate experiences at the intersection of food and sports.”

“The New Gameplan” is a new digital fan zone with editorial content around all things game day to help sports fans make the best out of an unprecedented season. Content will include at-home tailgating tips and stadium-inspired eats, local to national rituals from sports communities, viewing guides and post-game analysis delivered in the context of larger cultural conversations. Specific topics will be: “Cocktails Perfect for Football Watching,” “Get Your Home Team Food Favorites Shipped to Your Door,” “10 Fire Pits Under $300 That Will Warm Up Any Backyard Hang,” “Love Letters to My City” featuring football talent, and in-depth looks at football fan culture across the country. 

About Thrillist:
Thrillist is the #1 food, drink and travel brand for Gen Z and Millennials [source: Comscore Media Matrix & Plan Metrix, Q3 2020]. Thrillist serves as a guidebook for those that want new experiences and long to turn a good time into a great time. Our nonstop coverage of local culture inspires audiences to discover their world and celebrate every moment. In a serious world, we take fun seriously. In December 2016, Thrillist joined forces with NowThis, The Dodo, POPSUGAR and Seeker to form Group Nine Media -- a global top 10 publisher.

About Lipton:
With more than 125 years of experience, Lipton is one of the world's great refreshment brands, with tea-based drinks including leaf tea, infusions, and ready-to-drink iced tea. Fun fact, Lipton is the 2nd most consumed beverage brand globally! With more flavors, more varieties and more ways than ever to enjoy tea, Lipton is driven by the passion to bring the natural goodness of great-tasting tea to as many people as possible. For more information, please visit



Pierce White

Group Nine Media

(646) 561-3345

(646) 561-3345

(646) 561-3345


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