How MLB Players Association is turning its player roster into a content network

Baseball’s players’ union has spent decades as a licensing machine. Now it wants to be a studio.

MLB Players Inc, the commercial arm of the Major League Baseball Players Association, announced the launch of MLB Players Studio on Tuesday, a content platform that will develop and distribute original programming across YouTube, Instagram and TikTok, using player channels as the distribution network. To produce it, the organization has brought in Portal A, the content company that has spent several years establishing itself as the go-to production house for athlete-driven social video in basketball and, more recently, tennis.

The move positions the players’ union not just as a licensor of player likeness, but as an active participant in building the kind of owned media infrastructure that, in other sports, has so far been assembled one athlete at a time.

“Over the past few years, we’ve seen our players take ownership over their story and their audience like never before,” said Evan Kaplan, president of MLB Players Inc. “This move allows us to amplify what our players are already doing and take it to the next level by creating opportunities for brands to use content across multiple player channels.”

Most athlete-creator operations are individual bets. A Stephen Curry or an Anthony Edwards builds a channel, finds a production partner, and goes to market as a single property. What MLB Players is attempting is collective: a coordinated content layer across the entire active roster, with the union as both producer and brand partnership intermediary.

Portal A is a credible choice to execute that. The company, co-founded by Nate Houghteling, has previously worked with Curry, Carmelo Anthony and Anthony Edwards and most recently produced The Long Game, a real-time docuseries following American tennis star Ben Shelton across his season, released on YouTube and Instagram. Its parent company, Wheelhouse, is backed by producer Brent Montgomery, who acquired a minority stake in Portal A in 2019. The company has been methodically building a sports-specific content capability across formats and athletes, and has now crossed from basketball and tennis into baseball.

“The power in sports media is shifting towards the players, as athletes are owning their audience like never before,” said Houghteling. “We’re thrilled to work with MLB Players Inc to connect MLB players directly with fans through authentic storytelling and original formats.”

Baseball has been working to close a demographic problem for years. According to Statista Consumer Insights, 64% of US sports fans aged 55 to 64 follow baseball, compared with just 34% of 18 to 24-year-olds. The league itself has been aggressive on this front, striking deals with Netflix, expanding its TikTok partnership and investing in creator-led media companies, most recently acquiring a minority stake in Jomboy Media. Baseball content on TikTok has grown substantially, with posts using #MLB up nearly 60% from 2024 to 2025.

Want to go deeper? Ask The Drum

MLB Players Studio is a different kind of move than those league-level initiatives. Where the league is pursuing reach through platforms and outside creators, the union is building production capacity from within the player base, with the explicit goal of making that inventory available to brands. The slate in early development reflects that hybrid intent: it includes ‘Catching Up,’ a comedian-hosted long-toss interview format; ‘Set Up Man,’ a prank series set in dugouts; ‘6th Tool Sessions,’ exploring players’ off-field interests from woodworking to Pokémon; and ‘Lore Drop,’ a TikTok-native oral history of baseball’s most memorable off-field moments. Each is designed to travel across both MLB Players Inc channels and individual athlete accounts, giving brands multi-channel distribution through a single partnership.

That infrastructure play is what separates this from a typical content licensing deal. MLB Players Inc is constructing a network with the player roster as the node map. For brands that have found individual athlete deals expensive and logistically fragmented, a centralized production and distribution system with built-in multi-player access is a materially different proposition.

The concepts are sensible enough for social formats, but the athlete-creator space is crowded and the distance between “series in early development” and a genuine audience is wide. Portal A has navigated that before. The degree to which baseball’s players prove as compelling on camera as they are on the field is what MLB Players Studio will ultimately be tested on.

MLB Players Inc and Portal A are expected to bring the slate to market in the second half of 2026.