MLB Takes Minority Stake in Jomboy Media to Strengthen Digital Content Strategy

Major League Baseball (MLB) has acquired a minority stake in digital content company Jomboy Media, formalising a partnership aimed at expanding the league’s reach among younger and more digitally native audiences.

The investment was made through MLB’s investment arm, Baseball Endowment L.P. (BELP), which is co-owned by all 30 MLB teams. The deal allows MLB to integrate Jomboy Media’s content capabilities into its digital and event strategies, including activations around marquee fixtures like the All-Star Game and Home Run Derby.

While the financial details of the investment remain confidential, Jomboy Media confirmed it crossed USD $10 million in revenue in 2024 and returned to profitability following a 44% year-on-year revenue increase. The company has also raised $5 million through a funding round led by Connect Ventures and appointed Courtney Hirsch as CEO in March, positioning the business for further growth.

As part of the partnership, Jomboy Media will gain selective access to MLB and team intellectual property, enabling the creation of licensed merchandise—including apparel and home goods—for sale through its direct-to-consumer channels.

Importantly, the partnership preserves editorial independence for Jomboy, a stipulation acknowledged by both parties.

“It was a very important part of the deal that we don’t have editorial control,” said Kenny Gersh, MLB’s Executive VP of Media & Business Development.

Jomboy Media has built a reputation for candid and at times controversial commentary, notably covering incidents such as the Astros’ sign-stealing scandal and umpire disputes. Retaining creative freedom is seen as critical to the brand’s continued appeal and audience engagement.

CEO Courtney Hirsch noted that discussions with MLB had been ongoing since mid-2024.

“It just felt like the right time… they’re really going to let us continue to do our thing,” said Hirsch.

The deal also opens opportunities to expand Jomboy’s IP portfolio and commercial footprint, with co-branded merchandise and broader content distribution planned. Hirsch and founder Jimmy O’Brien formally presented the proposal to MLB’s Investment Committee last week, receiving strong interest from key owners, including committee chair Mark Attanasio and John Henry.

Jomboy Media reports more than 93 million annual social media engagements and has secured brand partnerships with several MLB sponsors, including T-Mobile and Corona.

The strategic investment highlights MLB’s ongoing shift toward non-traditional media and influencer-driven storytelling to reach fragmented audiences. It also reflects a broader trend across global sports leagues—where digital-first platforms are being integrated into rights holder ecosystems through investment, rather than acquisition.

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