The embattled publication Deadspin, known for its controversial takes on sports and culture, has reportedly laid off its entire editorial staff following a tumultuous period marked by its aggressive coverage tactics.

CEO Jim Spanfeller announced on Monday that G/O Media transferred ownership of the sports blog to Lineup Publishing, a newcomer in the digital media consolidation scene according to Axios. The move comes as part of a broader strategy by G/O Media, which was taken over by Great Hill Partners in 2019, to divest from several of its holdings amid growing pressure from investors seeking returns.

According to Spanfeller’s memo to the staff, the transition will see none of Deadspin’s current employees moving to the new owner. Lineup Publishing plans to assemble a fresh team that aligns with their own editorial direction for the brand.

This sale led to the notification of the affected employees at G/O Media on Monday, revealing their termination. This marks the third instance of layoffs within the company in a span of less than twelve months. Spanfeller noted that the initiation of the sale came from Lineup Publishing’s interest in acquiring Deadspin, indicating that G/O Media was not proactively looking to sell the site.

“The rationale behind the decision to sell included a variety of important factors that include the buyer’s editorial plans for the brand, tough competition in the sports journalism sector, and a valuation that reflected a sizable premium from our original purchase price for the site,” the CEO wrote in the memo.

“While the new owners plan to be reverential to Deadpin’s unique voice, they plan to take a different content approach regarding the site’s overall sports coverage.”

Deadspin came under fire last year for an article published after a broadcast of a Kansas City Chiefs game, where cameras captured a young fan sporting a Native American headdress and face paint in the team’s colors.

Deadspin’s interpretation of the imagery, however, sparked outrage as they accused the child of wearing “blackface,” a claim that was quickly scrutinized for its lack of context and understanding of the situation. The child’s face paint, divided into black and red halves, was intended to show team spirit, not racial insensitivity.

Critics of Deadspin’s coverage, including the influential social media account End Wokeness and the popular platform Libs of TikTok, condemned the publication for what they saw as a baseless and harmful attack on a minor simply celebrating his favorite football team. The incident drew parallels to previous media controversies, invoking memories of the Nicholas Sandmann case, where the young man successfully sued major media outlets for defamation.

Over the past year, G/O Media has progressively divested from several of its sites and reduced its workforce in an effort to streamline operations and enhance efficiency. Last November, as part of a comprehensive restructuring, the company ceased operations of Jezebel, its brand targeting female audiences, and terminated 23 editorial employees.