Partnership aims to expand fan engagement and monetise original content across key events
Major League Baseball (MLB) has announced a strategic partnership with Jomboy Media, taking a minority stake in the fast-growing digital sports content company. The investment, made through MLB’s internal investment arm Baseball Equity & League Partnerships (BELP), was confirmed on June 10.
The deal is aimed at deepening MLB’s presence across digital platforms and creating new revenue streams through original content formats. While financial terms were not disclosed, both parties have confirmed that Jomboy Media will retain full editorial independence.
The agreement includes a multi-year content and marketing partnership. Jomboy Media will collaborate with MLB to produce bespoke content around key events such as the All-Star Game, the Home Run Derby, and the Postseason. The two organisations will also explore co-branded merchandise and new licensing opportunities tied to Jomboy’s owned content.
Popular IP such as Talkin’ Baseball, Talkin’ Yanks and The Warehouse Games will be supported through additional distribution and activation opportunities on MLB platforms.
Audience growth and creator influence
Jomboy Media, founded by content creator Jimmy O’Brien, has grown significantly in recent years.
In 2024, the company generated over 93 million social engagements and nearly 400 million views on The Warehouse Games. Its flagship series saw 63% growth in viewership during the first quarter of 2025.
“This partnership keeps us creatively independent while giving us the opportunity to bring our voice and content to a much larger audience,” said Courtney Hirsch, Chief Executive of Jomboy Media.
MLB targeting younger, digital-native fans
The deal fits into MLB’s wider strategy to reach younger audiences and expand its direct-to-consumer capabilities. By investing in a creator-led platform, the league is taking a broader approach to content development, going beyond highlights and game coverage.
“Jimmy O’Brien has built a loyal following by telling baseball stories in a unique and authentic way. This partnership will help bring those stories to more fans,” said Noah Garden, Deputy Commissioner of MLB.
Kenny Gersh, MLB Executive Vice President of Media and Business Development, added: “We are excited to amplify Jomboy’s voice while preserving its independence. The focus is on bringing creative, engaging content to where our fans already are.”
Part of a wider investment strategy
The partnership is the latest example of MLB using BELP to support strategic growth in media and fan engagement. In 2023, BELP also invested in Athletes Unlimited Softball, aligning with a similar model of shared equity and promotional support.
By investing in Jomboy Media, MLB positions itself to tap into audience segments that prefer short-form video, interactive content and creator-driven media formats.
