Sports Media’s New Playbook: OffBall and Togethxr Partner to Navigate a Shifting Landscape

The sports media industry is undergoing a significant transformation, driven by evolving fan consumption habits and the increasing value of live sports content. In this dynamic environment, digital publishers OffBall and Togethxr have announced a strategic partnership, reflecting a growing trend of collaboration and resource-sharing among niche media outlets.

The Rise of Niche Sports Media

Live sports remain a dominant force in media, attracting substantial viewership and commanding high broadcast rights fees. Increased competition from streaming platforms has boosted the value of sports media rights, reaching nearly $30 billion in 2024, according to S&P. Still, a shift is occurring in how fans engage with sports content, with younger audiences increasingly turning to social media and video platforms for highlights, commentary, and community. This has created opportunities for specialized publishers like OffBall and Togethxr to carve out their own spaces.

OffBall and Togethxr: A Shared Vision

Launched in September 2024, OffBall focuses on sports culture, while Togethxr, created in 2021, concentrates on women’s sports. Both companies prioritize building direct relationships with their audiences through social media, newsletters, and video content. Both have too taken untraditional approaches to their editorial and commercial strategies, which have emphasized the predominance of social media, newsletters, video, and brand extensions.

Togethxr was co-founded by prominent athletes Alex Morgan, Sue Bird, Simone Manuel, and Chloe Kim, alongside sports media veteran Jessica Robertson. Former Vice Media and A+E Networks CEO Nancy Dubuc joined as executive chair in April 2025. OffBall’s co-founders include Michaela Hammond (founding team of The Players’ Tribune), former Sports Illustrated editor-in-chief Chris Stone, and Adam Mendelsohn (Upland Workshop).

Financial Performance and Growth

Togethxr generated approximately $30 million in revenue in 2025 and achieved profitability, according to chief business officer Tommy McQueen. Adweek reports that revenue streams include custom content for brands, premium video content (like the series Surf Girls for streamers), and merchandise, with the latter generating over $6 million through its “Everyone Watches Women’s Sports” slogan.

OffBall experienced 105% revenue growth over the past year and is projected to reach the mid-seven figures in revenue this year. The company primarily generates revenue through branded content partnerships with companies like Nike, WhatsApp, and CashApp.

The Partnership: A Synergistic Approach

The partnership between OffBall and Togethxr is not a merger, but Togethxr will accept a minority equity stake and receive revenue from OffBall based on the partnership’s performance. The deal allows both companies to expand their reach and offerings without raising additional capital.

Togethxr will benefit from OffBall’s consistent advertising opportunities through its sports culture focus, while OffBall will gain access to Togethxr’s sales, business development, and operations teams. Togethxr will also leverage OffBall’s first-party data from newsletters and website visitors, as well as its event portfolio (four events in 2024, with six planned for 2025). OffBall also recently partnered with NBC News to produce original programming around NBA culture.

A New Model for Media Entrepreneurship

This collaboration reflects a broader shift in the digital media landscape, where publishers are prioritizing cost-effective operations and direct audience engagement over rapid scaling through venture capital. As Mark Stenberg notes, the new logic of media entrepreneurship favors building engaged audiences through one-to-one channels like newsletters and leveraging video and social media for broader reach. This approach is particularly relevant as publishers seek cost-effective ways to cover popular topics amid downward revenue pressures, as seen with recent cutbacks at organizations like The Washington Post and Condé Nast.

Looking Ahead

The partnership between OffBall and Togethxr could serve as a model for other niche sports publishers seeking to navigate the evolving media landscape. By focusing on building engaged audiences and sharing resources, these companies can position themselves for sustainable growth in a competitive market. The sports media market is expected to continue its expansion, with a projected value of USD 1,158.50 million by 2032, representing a compound annual growth rate (CAGR) of 12.60% between 2024 and 2032. Zion Market Research