The East Belfast Observer first appeared on 4 March 2004, and after failing to increase circulation above 2000 copies per week, ceased publication following the edition published on Thursday 16 June 2005. Other sport covered by the newspaper included golf, rugby, hockey, pool and notable support of youth sport.
Funding of approximately £250,000 had been raised to launch the newspaper, from the EU-sponsored Peace & Reconciliation funding, but when this funding came to an end, and with the business not generating enough income from sales and advertising to meet costs, the newspaper closed.