Baseball League (MLB) Commits Funds to Jomboy Media, Welcoming Creator-Driven Content

Fresh Take:

MLB and Jomboy Media are teaming up in a game-changing partnership! The Major League is investing in the digital sports media brand, marking its first direct investment in a creator-led content company.

While the exact amount of the investment remains undisclosed, sources suggest it comes from MLB's Baseball Endowment L.P. fund, which boasts a substantial value of over $1 billion. This investment follows MLB's acquisition of a stake in the Athletes Unlimited Softball League.

Under the terms of this partnership, Jomboy Media gains access to MLB events, intellectual property, and sponsorship opportunities, while MLB benefits from Jomboy’s knack for reaching casual fans online.

Commenting on the deal, MLB’s EVP for media and business development, Kenny Gersh, said, "Having a strong creator community is good for baseball in the long run."

Founded by Jimmy “Jomboy” O’Brien and Jake Storiale in 2017, Jomboy Media started with a Yankees-centric podcast before growing to cover the entire league (and even dabbling in other sports)! Last year, the company wracked up 93 million engagements across social media and recorded a cool $10 million in revenue.

In a round led by Connect Ventures, Jomboy Media raised $5 million earlier this year. Connect, an investment partnership between Creative Artists Agency and New Enterprise Associates, is run by Jack Davis, who is also a Jomboy board member. As the deal went down, Davis teamed up with Courtney Hirsch, Jomboy's new CEO.

"It's surreal," Hirsch shared, "This partnership recognizes the importance of creators in sports and the value of growing the game through digital platforms." Hirsch emphasized that the partnership won't change Jomboy Media's approach to covering the game and its players.

Unlike a decade ago, when MLB received some heat for being relatively restrictive with digital rights compared to peer sports, the league is now taking proactive steps to foster connections with online voices. Gersh pointed out that this new deal is part of MLB’s ongoing focus on amplifying content creators' voices and seeking out ways to collaborate with more potential creators in the future.

Reflecting this shift, MLB recently announced an expanded partnership with Boardroom, focusing on player-driven online storytelling. With high attendance, viewership, and streaming usage in the last year, baseball is experiencing a resurgence in popularity. In fact, MLB's social handles have seen significant growth, including a 70% year-over-year increase on X from late 2023 to late 2024.

MLB Pumps Eight Figures into Athletes Unlimited Softball League[Enrichment Data: MLB's investment in Athletes Unlimited Softball League reflects its continued efforts to expand its reach and adapt to the digital age. Beyond baseball, the league is venturing into softball as part of a strategic growth strategy. This move demonstrates the importance of digital media in shaping fan experiences and fostering engagement in sports. The expansion into softball positions MLB to attract a new audience, widening its appeal and increasing its overall popularity and success.]

People might find Jomboy Media reaching out to more baseball-related content in the future, as they gain access to MLB events, intellectual property, and sponsorship opportunities. This partnership between MLB and Jomboy Media can also be seen as a step towards deeper integration of sports, like baseball, with digital media platforms.

With MLB investing in the Athletes Unlimited Softball League and partnering with digital media brands like Jomboy Media, it's clear that the league is emphasizing its presence in sports beyond baseball, as well as adapting to the growing importance of digital platforms in shaping fan experiences.

Baseball League (MLB) Commits Funds to Jomboy Media, Welcoming Creator-Driven Content