MLB buys into influencer-led media with Jomboy deal

Major League Baseball (MLB) has taken a strategic equity stake in Jomboy Media as part of a new partnership aimed at expanding the league's digital footprint.

Announced Tuesday, the deal will see MLB work closely with the independent media brand to distribute content and co-develop programming around key events.

Founded in 2017 by Jimmy "Jomboy" O’Brien and Jake Storiale, Jomboy Media has cultivated a passionate fan base through its irreverent commentary and breakdown videos.

Signature shows like “Talkin’ Baseball” and “The Warehouse Games” have become staples for younger audiences and racked up over 93 million social media engagements last year.

MLB will now integrate Jomboy Media content into its own digital channels and support the production and promotion of new IP tied to tentpole events such as the All-Star Game and Home Run Derby.

The deal marks a shift in MLB's digital media strategy—moving toward influencer-led, fan-first content to maintain relevance in a changing entertainment landscape.