Postimees Sport

What is Postimees Sport?

Postimees Sport is the sport section of the daily Postimees, published at sport.postimees.ee.^[1] Its publisher, AS Postimees Grupp, describes itself: “Postimees Grupp moodustab koos sõsarettevõtte Duo Media Networksiga Baltikumi suurima meediagrupi, millel on väljundid paberlehe, veebimeedia, raadio, televisiooni ning välireklaamide näol.”^[2] That is the group's own description, superlative included, and it is not adopted here.

The group's site lists among its titles Postimees and regional papers including Tartu Postimees, Pärnu Postimees, Sakala, Virumaa Teataja, Järva Teataja and Lõuna-Eesti Postimees.^[2]

Ownership. The Postimees Grupp site as retrieved names no owner. The Centre for Media Pluralism and Media Freedom's 2026 monitor names “AS Postimees Grupp (together with Duo Media Network OÜ)” as one of two media houses in the private market.^[3] No source naming the group's shareholder, dated close to September 2026, was retrieved, and none is named here.

The group's page on its management board lists Anvar Samost as “Juhatuse liige, Postimehe ja Kuku raadio peatoimetaja”, a board member and editor-in-chief of Postimees and of the radio station Kuku.^[7]

What does Postimees Sport cover?

The section's navigation lists football, WRC, formula racing, basketball, athletics, winter sport, biathlon and a heading for more sports.^[1] The item at the top of the page on 25 September 2026 concerned the opening of the basketball season, under the headline “Tartu näitas killukesi oma potentsiaalist, Kalevit ootab väga raske hooaeg”.^[1] Other items on the page as retrieved concerned ski jumping, figure skating, football, chess, orienteering and swimming.^[1]

Sport governance. On 19 June 2025 Postimees Sport published a report by Ville Arike under the headline “Uus spordiseadus vähendab asjaajamist ning aitab tagada ausamat ja turvalisemat sporti”. Its first sentence reads: “Riigikogu võttis kolmapäeval vastu spordiseaduse muudatused, millega ajakohastatakse spordieetika reeglite järgimist, spordiürituste korraldamise nõudeid ning vabatahtlikele kohtunikele makstava hüvitise piirmäära.”^[9] The headline calls the measure a new sports act; the first sentence describes amendments to the existing one.

Awards. The Eesti Spordiajakirjanike Selts, the Estonian sports journalists' society, announced its awards for the best sports journalism of 2025 in January 2026. A Postimees entry was placed second in the sports news category (spordiuudis), a Postimees photographer third in the sports photo category (spordifoto), and a Postimees entry third for written-press competition coverage (kirjutava pressi võistlusülevaade), as ERR reported the results. For the best regional story (parim maakondlik lugu), entries from Järva Teataja, Lõuna-Eesti Postimees and Virumaa Teataja, which the group lists among its titles, were placed first, second and third.^[4][2] The society is a member association of the Eesti Olümpiakomitee.^[5]

How large is Postimees Sport's audience?

Gemius, which measures Estonian web audiences in “Real Users”, reported on 7 November 2025 that postimees.ee went “from 334 000 users in September to 365 000 in October”. Those figures are for visits from computers by internet users aged 15 to 74 in Estonia.^[6] They are one month's readings each, for the whole site and not for its sport section, and they do not include mobile visits.

No per-title readership result for Postimees from Emor's press readership survey was retrieved.

Since when has Postimees Sport existed?

The Postimees Grupp site prints “Ajalugu alates” with the year 1857.^[2] That is the group's statement about its own history, and no independent source for it was retrieved. No date for the start of the sport section or of sport.postimees.ee was retrieved.

Why does Postimees Sport matter in Estonia's sport?

Postimees is published by one of the two private media houses that the Centre for Media Pluralism and Media Freedom's 2026 monitor identifies. The monitor states: “As a result of these processes, two media houses dominate the private media market nationwide: Delfi Media AS and AS Postimees Grupp (together with Duo Media Network OÜ).”^[3] It describes the framework those houses work in: “Estonian media policy is liberal and is based primarily on self-regulation by private media and the minimum requirements adopted from the European regulatory framework.” It also states: “Estonian public service media and private media enjoy a high degree of political independence.”^[3]

Reporters Without Borders, in its 2026 index, ranks Estonia 3rd of 180 with a score of 88.54. It states: “Subject to consolidation over the last decade, the Estonian media market now features two major private groups (Postimees Group and Ekspress Group), public broadcaster ERR, local media, and a number of independent online outlets.” It also states: “Media ownership in Estonia is so concentrated that it can be considered an oligopoly. The owners of the two major media groups also have stakes in other business sectors.” On the legal context it states: “Although constitutionally guaranteed, media freedom is constrained by legislation protecting against defamation and disclosure of private data.”^[8] Those are the two bodies' characterisations.

The section's navigation gives WRC and biathlon their own headings beside football and basketball, and the report of June 2025 shows it carrying the Riigikogu's decisions on sport as well as results.^[1][9]