The Whistle Strikes Content Deal with MLB Advanced Media

/ Jan 17, 2014


Sports media company The Whistle, which counts famous athletes such as Derek Jeter, Peyton Manning, and Mia Hamm as investors, has added MLB Advanced Media to its roster of content partners.

Per the deal, which was announced earlier this week, The Whistle will create short-form, youth-friendly baseball programming for all of its digital platforms, including the sports MCN the company launched earlier this month. The Whistle also delivers content to its website and mobile apps, which will now be powered by MLBAM technology.

MLBAM is the interactive media and internet arm of Major League Baseball, responsible for managing the league’s video operations on, each of the 30 pro teams’ websites, and the league’s mobile platforms. MLBAM also manages video content for “dozens” of other clients including ESPN, Sony (for its upcoming cloud-based TV service), WWE (for its upcoming SVOD network), and Glenn Bleck’s The Blaze.

Now, as part of its agreement with The Whistle, MLBAM will provide tech services and infrastructure support for The Whistle’s website and digital content. This includes the development of future apps and content platforms, as hinted by MLBAM SVP Martin Keely in a statement: “We are proud to collaborate with The Whistle and play a role in developing meaningful, relevant content, and engaging applications that deliver on their mission.”

The Whistle focuses on aggregating and developing sports content for young fans, and has previously worked with TV networks like NBC Sports. The type of content it produces ranges from standard sports news and highlights, to sports science and math, interviews with pro athletes, fitness and nutrition, as well as coverage of various sports games and contests. The company also aims for a more holistic approach to sports, covering all levels from the backyard to pro stadiums.

In addition to MLBAM, several other sports organizations have equity in or content partnerships with The Whistle, including the NFL, PGA Tour, NASCAR, US Soccer, US Skiing, Major League Lacrosse, and the Harlem Globetrotters.

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