Sometimes, the new era can be cruel. A lot of research explains that old media like newspaper are trying so hard to survive for the consumers, however the consumers are changing their habit by searching the news from the online media. Tis case makes the newspaper circulation is going down so fast and some newspaper already closed. Tis “tragedy” also impacts in Indonesia, that the number of newspapers is greatly reduced, especially sports newspaper. BOLA as the oldest sports newspaper in Indonesia are still survive to fulfll the wishes of the oldest and their loyal consumers. Tis research describes some secret of the existence of BOLA, which are the adaptation of the convergence strategy and the optimization of the promotion strategy. Te results of this research know that BOLA is using three convergence strategies by Grant (2009) in some different ways. Tey are not closing the old media like the newspaper, even they start to build the digital website that have a different perspective of sports news. Te strategy is the newspaper are still created for the oldest consumers, but they are also giving the new and young consumers the digital media from bolasport.com. However, BOLA used 8 parts of promotion strategy theory from Kotler (2009), that the biggest attentions to grab new consumers are from the special events. Tis research is based on qualitative method, and using deep interview with four persons from BOLA to fnd the data. Two interviewees from newsroom to cover the convergence data and the others from marketing division for knowing the promotion. Te biggest benefts that can be showed from this research are the way of survival that can be used by other media, especially sports newspaper.