Media brand Minute Media has snapped up The Players’ Tribune for an undisclosed sum.
Minute Media said its company will provide technology capabilities and unprecedented global reach to the unique sports brand which gives a voice to athletes. It will accompany 12up, 90min and DBLTAP, Mental Floss and The Big Lead in the Minute Media family.
Derek Jeter, founder of The Players’ Tribune in a first-person editorial on The Players’ Tribune website, said: "When we led this category of athlete-driven stories five years ago, we couldn’t imagine The Players’ Tribune would transform the landscape the way it did.
“Our vision was to give athletes the tools they needed to speak in their own voice and bring fans closer to the game. Over the last few years, The Players’ Tribune has become a real force, bringing attention to issues and stories in a way we’ve never seen before. We’re looking forward to continuing to give athletes a voice – around the world.”
Asaf Peled, founder and chief executive of Minute Media, added: "The Players’ Tribune represents one of the most dynamic sports digital media brands in the world.
“Adding the brand’s athlete community, authentic storytelling and premium content offering to our portfolio is an incredible asset. Our goal at Minute Media is to strengthen this established brand position and accelerate the vision of becoming the world’s leading global athlete-driven platform. While we continue to seek out premium content brands across sports and lifestyle, we’ve identified those with potential to scale globally and those that have developed significant loyalty and trust in their audience, of which the Player’s Tribune is a premier example.”
The deal will be finalised by the end of the year. It is the brand's third acquisition to date. Jeter will remain involved in the company and joins Minute Media’s board of directors.
Last year The Drum spoke to The Players' Tribune about its viral formula.