What will fandom look like in the future? MLB and Jomboy Media may be giving us a glimpse.
At ADWEEK House at Cannes Lions last week, senior reporter Mark Stenberg sat down with Courtney Hirsch, CEO at Jomboy Media; Dexter Fowler, former MLB All-Star and co-founder of 400 Ventures; and EJ Aguado, vice president, player engagement and celebrity relations at Major League Baseball, to discuss how creator-led storytelling, athlete authenticity, and league innovation are transforming what it means to belong to a sports community today.
And for the panelists, fan engagement goes well beyond the games.
For instance, Hirsch said fans’ entry points to a sport are no longer watching full games on TV. Instead, their introduction to the sport and the league is often through creator-driven content on social media. With that in mind, digital-first companies, such as Jomboy Media, have an inside track to reaching fans with engaging, short-form storytelling.
Aguado said MLB partnered with Jomboy Media because it recognized that there are audiences who will not sit through an entire game but are content to consume engaging clips across various social media channels.
In an environment with plenty of entertainment options, Aguado said the league is meeting fans where they are, rather than expecting them to come to MLB.
The fact that there are many avenues to connect with fans means players do not necessarily have to rely on traditional media outlets, Fowler explained. He noted that if Jomboy Media had existed during his playing days, he would have used the platform to have more control over his messaging.
Showcasing the impact of today’s digital storytelling, the group also discussed the “Jomboy phenomenon,” where players and managers cover their mouths while talking at games to avoid being part of one of Jomboy’s signature lip-reading videos. Despite teams and managers being wary of the feature, Hirsch said they appreciate that the videos accurately capture the moment.
MLB is also expanding its digital touchpoints with fans, helping its players become content creators by showcasing their authentic selves. For instance, Café con Lindor, a social series developed with Francisco Lindor, allows the MLB star to interview guests from the fashion, music, sports, and entertainment industries over coffee.
According to MLB, the payoff for the show was huge, with the four-episode series garnering roughly 35 million social media views, serving as a perfect example of how such ventures can lure new fans to the sport.
For the panelists, authenticity came up as a key to success.
Hirsch noted that Jomboy Media has managed to maintain its identity despite expanding to a company with roughly 60 employees and 14 creators. According to Hirsch, the company is staying true to its mission, which is about keeping the fan first and growing the game.
