PLAYERSTV 2024 Owners Travis Kelce, Chris Paul, Damian Lillard, Dwyane Wade, Chiney Ogwumike, … [+] Carmelo Anthony, Allen Iverson, Natasha Cloud, Kyrie Irving, Ken Griffey, Jr., Vernon Davis, Austin Ekeler, DeAndre Jordan, CJ McCollum, AJ Andrews, Angel McCoughtry, Alysha Clark.
PLAYERSTVIn a move that’s set to redefine the future of sports media, PlayersTV, the first athlete- and fan-owned media company, has acquired Cloud Media Center (CMC), an AI-powered sports adtech and media distribution company. The acquisition is expected to reshape how sports content is created, distributed, and monetized—particularly for athletes—by combining cutting-edge technology with an innovative athlete-driven media model.
For PlayersTV, this is more than a simple acquisition; it’s a strategic leap forward in scaling its reach and influence. The acquisition gives the company control over more than 1 billion monthly ad impressions, enhancing its ability to deliver highly personalized, AI-driven content experiences to its audience while providing advertisers with precision-targeted, real-time campaign optimization. This deal positions PlayersTV to meet the growing demand for authentic, athlete-centered content and create new opportunities for advertisers to engage with a global sports-savvy audience.
Athlete Ownership & AI-driven Media TechnologyLAS VEGAS, NEVADA – JULY 09: Talent agent Shetellia Riley Irving (L) and PlayersTV co-founder Deron … [+] Guidrey speak during the PlayersTV press conference at the Westgate Las Vegas Resort & Casino on July 09, 2023 in Las Vegas, Nevada. (Photo by Bryan Steffy/Getty Images)
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The business rationale behind this move is clear: PlayersTV is an industry leader in empowering athletes to control their own narratives, and with the addition of Cloud Media Center’s technology, the company can expand its capabilities and deliver even greater value to brands and sports fans. What makes this acquisition particularly unique is the synergy between athlete ownership and AI-driven media technology. By combining its innovative, athlete-owned media model with CMC’s next-gen adtech, PlayersTV is establishing a powerful platform for athletes to build their brands, engage with fans, and generate new revenue streams.
“This acquisition is a game-changer for both PlayersTV and the future of athlete-driven media,” said Deron Guidrey, co-founder of PlayersTV. “With Cloud Media Center’s AI technology at the core of our operations, we’re able to provide a more tailored, scalable, and impactful experience for both athletes and advertisers. This partnership enables us to expand our reach and ensure that athletes have the tools to tell their stories, connect with their fans, and ultimately drive new opportunities for themselves and the brands they represent.”
One of the standout features of PlayersTV’s business model is its unique approach to athlete ownership. With over 70 high-profile athlete investors—including major names like Travis Kelce, Chris Paul, Dwyane Wade, Damian Lillard, and Natasha Cloud—PlayersTV has successfully disrupted the traditional sports media landscape. The company operates as a fully athlete-driven network, giving athletes a seat at the table and a share in the content they create and the revenue it generates. This model not only provides athletes with unprecedented control over their narratives but also opens up new advertising and sponsorship opportunities for brands looking to tap into the power of athlete-driven content.
A Step Toward Greater Visibility And Influence For Women AthletesLAS VEGAS, NEVADA – MAY 21: Natasha Cloud #0 of the Phoenix Mercury celebrates near the end of the … [+] fourth quarter of a game against the Las Vegas Aces at Michelob ULTRA Arena on May 21, 2024 in Las Vegas, Nevada. The Mercury defeated the Aces 98-88. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Ethan Miller/Getty Images)
Getty ImagesFor Natasha Cloud, Guard in the WNBA with Phoenix Mercury and investor in PlayersTV, the acquisition is a personal marker that aligns with her advocacy for women athletes. Cloud sees the deal as a step toward greater visibility and influence for women in sports media.
“This is such an exciting moment for PlayersTV and for athletes everywhere, especially women,” Cloud said. “It’s empowering to see us taking control of our narratives and creating a space where our voices can truly be heard. With this acquisition, PlayersTV is not only expanding its reach but also providing a powerful platform for women athletes to share their stories, connect with fans, and showcase the incredible impact we have both on and off the court. This is the future of athlete media, and I’m proud to be part of it.”
The acquisition also has significant business implications for PlayersTV’s advertising strategy. Cloud Media Center’s advanced AI technology will enable the company to offer more refined audience targeting, which can significantly boost the effectiveness of advertising campaigns. The platform’s ability to leverage real-time analytics for campaign optimization allows advertisers to reach the right audiences with the right content at the right time. This capability is especially valuable for brands looking to engage with younger, tech-savvy sports fans who expect a more personalized and immersive experience.
Personalized, Data-Driven Approach To Sports MediaLAS VEGAS, NEVADA – JULY 09: (L-R) PlayersTV co-founder Collin Castellaw, former professional … [+] basketball player and Creative 7 founder and CEO Carmelo Anthony and PlayersTV co- founder Deron Guidrey attend the PlayersTV press conference at the Westgate Las Vegas Resort & Casino on July 09, 2023 in Las Vegas, Nevada. (Photo by Bryan Steffy/Getty Images)
Getty ImagesCloud Media Center’s technology enhances content distribution, allowing PlayersTV to deliver dynamic and scalable ad placements across a variety of platforms, including DirecTV, YouTube TV, Sling TV, Amazon Fire TV, and Philo. This gives advertisers access to a massive global audience, while also providing fans with more engaging and relevant content.
The combination of AI-powered adtech and athlete-driven content is a unique differentiator for PlayersTV in the crowded sports media landscape. By creating a more personalized, data-driven approach to sports media, the company is paving the way for a new era of media consumption, one that’s centered around athletes and the fans who support them.
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