UK pay-television broadcaster BSkyB has made a $7m (€5.5m) investment in US cross-platform media network Whistle Sports.
Sky said the relationship with Whistle Sports will offer the potential to collaborate on content creation and to share talent across its Sky Sports platforms and those of Whistle Sports, as well as exploring promotional opportunities aimed at introducing the respective brands – and their content – to new audiences.
Whistle Sports partners with online personalities who create unique video content themed around sports, sports brands and franchises. The network uses a combination of youth-orientated celebrities, innovative programming ideas and formats in a bid to make sport more accessible for younger audiences.
The company’s owners, investors and content partners include sports legends such as retired New York Yankees star Derek Jeter and Denver Broncos quarterback Peyton Manning (pictured) and pro league partners like the NFL, PGA Tour, Major League Baseball, Nascar, Major League Lacrosse, volleyball’s AVP, Major League Soccer and the Harlem Globetrotters.
Whistle Sports is based in New York but has offices in Los Angeles, Dallas and a new office in London, which is headed by Jeff Nathenson, former global head of football for video-sharing platform YouTube.
Barney Francis, managing director of Sky Sports, said: “Whistle Sports has very quickly established itself in the US as a major new sports network. We see lots of potential to harness Sky Sports’ content and relationships with major sports bodies and brands to work alongside Whistle Sports’ talent network. We look forward to exploring opportunities to collaborate on video content that helps broaden engagement in sport, especially for younger audiences.”