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MLB Acquired Strategic Stake in Jomboy Media

Major League Baseball finalized a strategic investment in the digital media company to grow its audience base.

Updated on Sept. 29, 2026 in Baseball

Expressive editorial illustration showing the interior of a professional baseball stadium dugout under floodlights, capturing the atmosphere of a major league venue.
Major League Baseball finalized a strategic investment in digital creator company Jomboy Media in June 2025 to expand its reach among younger, casual viewers. AI Illustration. Upload story photo >

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Major League Baseball announced a strategic stake in Jomboy Media in June 2025. This partnership aims to convert casual viewers into dedicated fans by leveraging the creator brand's reach.

Why it matters

The deal formalizes a relationship where creators gain access to official league footage, IP, and stadium events without direct creative oversight. This collaboration seeks to bridge the gap between traditional broadcast media and the viral creator economy.

Jomboy Media generated 93 million social engagements in 2024, contributing to the broader U.S. creator-economy ad spend projected at $37 billion in 2025. This represents a 26% year-over-year growth in creator-based advertising investment.

The players

Major League Baseball

This professional baseball organization oversees the highest level of professional baseball in the United States and Canada.

Jomboy Media

This sports media company is widely recognized for its commentary, short-form video content, and popular baseball-focused digital shows.

Fanatics Betting and Gaming

This entity provides sports betting and digital gaming services across various media platforms and professional sports leagues.

The details

Jomboy Media creators now have official rights to use league footage and IP, while receiving access to MLB stadiums and dugouts. In March 2026, the network also secured a sponsorship deal making Fanatics Sportsbook the exclusive betting partner for their Talkin' Yanks and Talkin' Giants programs.

Timeline

  1. Jomboy Media generated 93 million social engagements throughout 2024.

  2. MLB announced its strategic stake in Jomboy Media in June 2025.

  3. Fanatics Betting and Gaming signed a sponsorship deal in March 2026.

  4. The 2026 baseball season marked the first full campaign under this formal partnership.

Season Trajectory

The partnership aligns with the broader move toward integrating independent creator content into professional sports marketing. By formalizing these ties, the league is positioning its intellectual property to remain relevant within the massive growth of the U.S. creator-economy.

Viewers will see increased frequency of high-quality, official league clips integrated into social media commentary and podcasts. Fans of Talkin' Yanks and Talkin' Giants will encounter deeper integration of Fanatics Sportsbook odds and branding within their regular episodes.

The takeaway

This partnership reflects the industry-wide effort to capture younger, digitally native audiences through the voices of independent creators. Brands and leagues are increasingly prioritizing this format as nearly half of ad buyers now classify creator media as a must-buy asset.

Further reading

Learn more about the business of the sport in the Baseball section.

Source note: This article includes information reported by Beet.TV - The Root to the Media Revolution.

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Do you prefer watching sports commentary from social media creators over traditional television broadcasts?