Major League Baseball (MLB) has acquired an undisclosed minority stake in digital media company Jomboy Media, signaling a strategic move into the creator economy as traditional sports leagues seek to engage younger audiences through digital-first content platforms.

The partnership, announced June 10, provides MLB with entry into Jomboy Media’s expanding digital presence. The media company achieved over 93 million social media engagements in 2024, ranking it among the top 4% of all digital publishers.

“We think having a strong content creator community is important for baseball,” MLB EVP Kenny Gersh told Front Office Sports. “Having people out there with an authentic voice talking about baseball is good for us, and we want to support that where we can, encourage that, and in this case, invest in it.”

The deal grants Jomboy Media access to MLB and team intellectual property while maintaining editorial independence. Financial terms remain undisclosed, though MLB characterized it as “a simple minority investment” and “enough to align our interests.”

Both organizations will collaborate on content initiatives surrounding MLB’s tentpole events, such as the All-Star Game and Home Run Derby. MLB will also collaborate with Jomboy Media to feature current stars and celebrity partners in “The Warehouse Games,” Jomboy’s sports competition series inspired by backyard games, which has garnered nearly 400 million views since its launch.

“We get to keep doing what we’re doing, creating unique content and building community, but now with a lot more access, and this will open a lot of doors for us,” Jomboy Media CEO Courtney Hirsch told Front Office Sports.

Demographic Shifts Drive Strategic Decisions

As Essentially Sports reports, the partnership comes as MLB reports demographic improvements, with the average age of TV viewers dropping by four years since 2018 and the median age of ticket buyers falling by six years since 2019. Data indicates 86% of fans aged 18-34 are more likely to watch games due to recent rule changes.

Jomboy Media, initially known for its humorous lip-reading videos of on-field arguments, has expanded into a digital media operation encompassing social platforms, video content, and podcasts.

The partnership reflects a growing trend among major sports leagues embracing creator-led content strategies. The NFL has similarly positioned creators at the center of its digital engagement approach since 2019.

“Coming here to the league, we knew that we had to build an influencer program that was less centered on some of the traditional celebrities and more focused on the influencers and creators who had the social media currency, the ones who are driving culture with the youth,” Ian Trombetta, NFL’s SVP of Social, Influencer/Creator & Content Marketing, told Net Influencer last year.