Leading this new team is Jeff Nathenson, SVP of content partnerships and distribution for Europe, Middle East and Africa (EMEA), who previously served as head of football at YouTube.
Content produced by the London office will be available across all of Whistle Sport’s digital platforms, including the web, mobile apps and the Xbox app, which launched in mid-August. It will include original, behind-the-scenes, and cross-channel programming. The MCN will also be focusing on signing new creators and expanding sales and audience reach across Europe.
“Having been in charge of the world’s most popular sport at the world’s most popular digital platform, Jeff’s built a deep set of relationships with creators and brands that we think will help a lot as we bring on new talent and channel partners,” says Brian Selander, EVP at The Whistle.
At YouTube, Nathenson arranged deals with global sports brands including UEFA, FIFA, La Liga, Ligue 1 and Lega Calcio, and executed sponsorships with Adidas and Gillette. Prior to that, he was the executive producer for feature programming for CNN London.
Since launching in January, The Whistle Sports Network has been rapidly growing both its content and subscriber base through partnerships with creators like Dude Perfect, sports leagues such as Major League Baseball, and teams such as the Harlem Globetrotters.
Screenshot of Steve Roberts from STR Skill School, a Whistle talent, with football legend Neymar