PlayersTV Acquires Expectant Media, Names Michele Ghee President

PlayersTV, the first media network owned by athletes and fans, has formalised its expansion into experiential content with the acquisition of Expectant Media, a women-owned agency founded by veteran executive Michele Ghee.

Effective immediately, Ghee has been appointed president of PlayersTV, a transition from her previous role as the network’s first chairwoman of the board.

Expressing her enthusiasm, Ghee, said: “PlayersTV has built something fundamentally different by centering ownership, distribution, and community around athletes and their fans.”

“This next chapter focuses on scaling the model, doubling down on our investment in original content… and connecting premium athlete-led lifestyle and culture content with real-world experiences,” Ghee noted.

Ghee, a highly regarded cultural strategist who has driven over USD1 billion (AUD1.4 billion) in career revenue, previously held leadership roles at CNN, BET (where she created BETHer), and EBONY.

Her appointment as president reflects the network’s commitment to inclusive ownership at a time when women remain underrepresented in media leadership.

Co-founder of PlayersTV, Deron Guidrey, noted: “Michele is a proven leader in advancing equity across content and distribution, and we look forward to the high-caliber impact she will have on our organization.”

The acquisition allows PlayersTV to integrate Expectant Media’s expertise in culturally resonant brand activations and live events. This move is designed to scale the network’s “flywheel,” moving beyond digital and linear screens into real-world, community-driven moments.

By adding experiential capabilities, the organisation provides brand partners with a pathway to engage audiences through hands-on experiences alongside its stable of more than 70 athlete-investors, including Travis Kelce, Chris Paul, and Damian Lillard.

The program’s expansion comes as PlayersTV prepares for the 2026 Upfronts, with further announcements regarding original programming and brand collaborations expected in the coming weeks.

The network, currently valued at approximately USD75 million (AUD111 million), continues to distribute content to more than 300 million households via platforms such as YouTube TV, Amazon Fire TV, and DirecTV.

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