The Players’ Tribune eyes print, licensing deals for future plans

The Players’ Tribune has always filled a unique space in the greater sports media landscape.

The digital outlet launched by Hall of Fame shortstop Derek Jeter and his business partner Jaymee Messler in 2014 has provided athletes a platform to voice their opinions and share their stories through first-person essays in ways that had not been available to them prior.

Minute Media, a publisher who also owns FanSided and recently licensed the Sports Illustrated brand, has owned The Players’ Tribune since 2019. The publisher is now looking for revenue streams additional to what they can get through web traffic, branded content, and sponsorships.

According to a report published Monday by Digiday, The Players’ Tribune will look to expand into print and licensing in the future. Minute Media CMO Andres Cardenas told the outlet, “We sit on tons of very valuable stories and IP,” citing examples of a short film released in 2017 based on an essay written by late Los Angeles Lakers superstar Kobe Bryant, and a book published this year by Las Vegas Aces center A’ja Wilson based on her essay.

Cardenas pointed out that The Players’ Tribune won’t be shifting its core business model away from the aforementioned branded content and sponsorships. But the idea that more content from the site could be adapted to film or print is exciting.

In talking to Digiday, advertising agency executive Kerry Doyle seemed to endorse Minute Media’s new strategy. “We find talent-lead storytelling that leverages existing IP with premium trusted publishers sees a higher brand lift and drives consumer intention and interest.”

The Players’ Tribune has carved out a distinct voice in sports media by leaning into athlete-forward content long before every athlete had their own podcast. Given they sit on a treasure trove of athlete-told stories, it’s no surprise they’d like to capitalize in mediums outside of digital.

[Digiday]