USA TODAY, the daily national newspaper of media powerhouse Gannett (NYSE:GCI), believes there is a niche to be filled in news targeted specifically for social networks and non-traditional media channels and platforms.

USA TODAY announced today that it has launched a mainstream sports media property called For The Win that will deliver "social news" content specifically designed to target "shareable, enjoyable" moments. 

"Sports are about more than wins and losses," Dave Morgan, editor-in-chief of USA TODAY Sports Media Group, was quoted as saying. "They're also about the interesting moments and intriguing stories that fans share with each other. 'For The Win' puts fans in the center of the conversation with their friends and colleagues, especially online via social networks and mobile devices."

For The Win will "find and report intriguing, offbeat, and awe-inspiring stories that resonate" with sports fans, according to the website, and it intends to tell them in a way that engages its audience and makes them want to share the stories with friends. To highlight the types of events it plans on covering, the new property put together a list of 10 of the most rousing sports moments, including Mike Eruzione's go-ahead goal over the Soviet Union in the 1980 Winter Olympics, Brandi Chastain's penalty kick at the 1999 Women's World Cup, and Doug Flutie's famous Hail Mary at the 1984 Miami-Boston College football game.

For The Win has partnered with Henkel's Right Guard deodorant and antiperspirant to launch the site, which is the first property incubated and launched by the USA TODAY Sports Media Group Digital Properties unit.


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