Small Business
The Onion to sponsor college football bowl to boost subscribers
The Onion aims to surpass The Washington Post in print circulation through a satirical bowl game sponsorship.
Nov 6, 2026, 2:29 PM
By the Genius Eye newsroom (Small Business Reporter) · Fact-checkedHow we report
Clyde Charles Brown / CC BY-SA 4.0, via Wikimedia Commons
The Onion's CEO Ben Collins announced plans to sponsor a college football bowl game as a strategy to increase subscriber numbers, according to Inc.
This sponsorship is part of a broader effort by The Onion to overtake The Washington Post in print circulation.
Collins is described as betting on this satirical college bowl game sponsorship as the key to subscriber growth.
The move is framed as an attempt to 'beat Jeff Bezos at his own game,' referencing Bezos's ownership of The Washington Post.
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