MLB Advanced Media Seals Partnership with The Whistle

MLB Advanced Media (MLBAM), the interactive media and Internet company of Major League Baseball, has announced a partnership with sports entertainment network The Whistle while also becoming equity partners.

The partnership includes content development, giving the Whistle’s audience “inside access” to the sport, and technological development, leveraging MLBAM’s expertise to support the growth of the Whistle’s new channels to connect with young fans.

As part of the agreement, The Whistle will deliver short-form, youth-friendly baseball programming and will feature baseball content across all of its digital platforms, including its website, mobile apps and YouTube through its new multi-channel sports network (The Whistle Network) which launched earlier this month with two million subscribers. In addition, MLBAM will provide technology services and video infrastructure supporting TheWhistle.com and other online Whistle content.

The Whistle aggregates, curates and develops sports content for a young fan’s perspective, covering all sports from backyards to schoolyards to pro stadiums and racetracks. Its content includes sports news and highlights, sports science and math, interviews with professional athletes, fitness, nutrition and sports games and contests.

“The Whistle is an important platform for young fans to inspire them through the sports they play and the teams and athletes they follow every day,” said Martin Keely, SVP, Partner Solutions, MLBAM. “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.”

In addition to MLBAM, other professional leagues and associations that are equity holders in or content partners with The Whistle include the NFL, PGA Tour, NASCAR, US Skiing, Major League Lacrosse, US Soccer, the Harlem Globetrotters and Alli Sports.

“This new partnership gives us direct access to America’s pastime and some of the most compelling athletes you will find in any sport. It also gives millions of young fans the chance to be inspired by and instructed in the individual strength, skill and commitment required to perform at pro levels,” said Whistle Co-Founder Jeff Urban.

Former President and Chief Operating Officer of Major League Baseball and Chairman of MLBAM Bob DuPuy praised the partnership.

“Generations have grown up gathering around the TV or radio to learn about our national past-time and their favorite teams and players. The Whistle is how the new generation of fans can connect with sports,” DuPuy said. “This deal is another major league development for The Whistle. MLBAM with it’s proven track record of innovation and leadership in the interactive space will help lead their technology efforts and keep them cutting edge.”