Derek Jeter's Players' Tribune Expands Into Europe With Deals With Soccer Stars

Derek Jeter - 2017 Fast Company Innovation Festival - Getty - H 2018
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The digital media company, set up by the former New York Yankees shortstop, is working with Barcelona star Gerard Pique and will set up offices in London and Spain next month.

The Players' Tribune, the digital media company set up by former New York Yankees all-star Derek Jeter, is setting its sights on Europe's soccer-obsessed sports fans.

The company, which launched in 2014 and has raised $58 million in funding, told Reuters it will open offices in London and Barcelona next month as part of a European push ahead of the 2018 World Cup in Russia this summer.

Players' Tribune announced it is working with Spanish soccer star Gerard Pique and his investment group Kosmos to grow the business in Europe. Part of that deal includes plans for a talk show that Pique would host, in which he would interview fellow soccer players.

In the U.S., Players' Tribune is best known for its eponymous website, which features mainly written first-person accounts by star players from various sports speaking about their experiences on the field and off.

In Europe, according to company CEO Jeff Levick, the site will feature more video content, as well as branded content commissioned by the likes of Samsung and Procter & Gamble. Players Tribune began producing branded content last year, and Levick told Reuters the group has signed several seven-figure deals, but declined to provide exact numbers.

In the U.S., Players' Tribune has about 3 million unique users a month, making it a minnow compared to the 85 million-95 million monthly unique visitors for a sports site like ESPN. But Levick argued that the site targets a more rapid and engaged sports fan.