MLB has become a minority investor in digital outlet Jomboy Media as part of a strategic partnership deal.
Key deal points include the integration of Jomboy Media’s expertise across MLB’s digital channels, the creation of activations around MLB tentpole events (All-Star Game, Home Run Derby), and the growth of Jomboy Media’s cache of intellectual property.
Jomboy Media will also have access to MLB and Club IP, which will be integrated across new apparel and home goods, and sold through the outlet’s direct-to-consumer retail site and other distribution channels.
“It’s been years in the making, and it just felt like the right time. We’ve been talking about this since last July,” Jomboy Media CEO Courtney Hirsch said. “Nothing’s changing from a content or creative perspective, which is really important for us. They’re really going to let us continue to do our thing and provide more access to IP and events and support in the sponsorship front. It all kind of makes sense right now.”
Jomboy Media founder Jimmy O’Brien met with MLB’s Investment Committee last Wednesday at MLB Headquarters during the Owners’ Meetings, and the committee gave its blessing on the deal.
“It was a pivotal moment for us, and kind of surreal that we were sitting there presenting our business to MLB owners,” Hirsch said. “But they were super engaged and asked us questions. It was more a presentation on what we’re going to do now that we’re partners.”
Brewers owner Mark Attanasio serves as chairman of MLB’s Investment Committee, according to his bio on the team’s official website. Red Sox owner John Henry’s bio also lists him as a member of the Investment Committee.
Each MLB team has a 3.3% ownership stake of the league’s investment arm, BELP. The Braves reported a $40.5M carrying amount via their BELP investment in a Q1 2025 SEC filing.
Conversations initially centered around a Jomboy Media partnership with MLB’s Media Group via Deputy Commissioner Noah Garden. They ultimately evolved into the league acquiring an equity stake in Jomboy Media though its investment arm, Baseball Endowment L.P. (BELP).
“It was a very important part of the deal that we don’t have editorial control,” MLB EVP/Business Development Kenny Gersh said.
Gersh added that MLB will be looking to amplify Jomboy Media’s content on its platforms, while being discerning. Some of Jomboy Media’s most-watched content includes profanity-filled managerial tirades and a breakdown of the Astros’ sign-stealing scandal.
“We’re not looking to censor them,” Gersh said.
While the valuation of Jomboy Media was not disclosed, the outlet exceeded the $10M revenue threshold in 2024 while also becoming profitable.
“We grew community by 30%, revenue by 44% and we turned the company around from unprofitable to profitable by a really healthy increase,” Hirsch said in February. (But) going from like 20 to 40 shows didn’t have the same effect as focusing all our attention on making the big brands even bigger. … If we grow our flagship brands, that is going to have a positive halo or ripple effect on all the other brands and everything else we do.”
Jomboy Media also totaled over 93 million engagements on social media, placing it in the top 4% of all digital publishers. Over the past year, it additionally reached sponsorship deals with MLB sponsors Corona and T-Mobile.
Three years ago, Jomboy Media raised $5M in a funding round led by Connect Ventures. Hirsch, Jimmy’s sister, was promoted to Jomboy Media’s CEO and given a board seat in March. Board members Jack Davis and Adam Friedman of Connect Ventures also played key roles in guiding conversations between Jomboy Media and MLB.
Jomboy Media’s original IP strategy is led by The Warehouse Games, “a novel sports league modeled after backyard games of years past,” with sponsors including DirecTV. MLB will now work with Jomboy Media to “have stars, as well as their media and celebrity partners, appear in The Warehouse Games.”
Like O’Brien and Hirsch, Jomboy Media Partner Jake Storiale will also work closely across the MLB partnership.
Recently, MLB made an eight-figure investment via BELP, SBJ confirmed, in the Athletes Unlimited Softball League. MLB’s minority stake in the AUSL was for more than 20%, ESPN reported.
