The MLB is one of the few sports in America that has a fanbase that is getting older and older by the day. With the average fanbase of league being 57, guys like Jimmy “Jomboy” O’Brien have made an impression on younger fans of the sport through social media.
A former videographer, O’Brien’s “Jomboy Media” company has inked a large sponsorship deal with SeatGeek, the online ticket provider that helps fans find the cheapest ticket prices on Tuesday. The company has partnerd with a number of new media operations including Pat McAfee and countless of other YouTubers in the sports space.
When speaking with Joe Pompliano for his Huddle Up SubStack newsletter, O’Brien said the company has been supporting him from the start and mentioned SeatGeek’s long track record of working with new media entities that are challenging some of the big legacy media companies for engagement.
“SeatGeek has supported me from the very beginning, even before Jomboy Media was who we are today,” said Jimmy O’Brien a.k.a Jomboy, founder of Jomboy Media. “The company has a long track record of working with new media entities, and has a knack for understanding not only what it takes to succeed within the industry, but how to tap into the minds of today’s consumers. The [media] landscape is evolving and SeatGeek knows how to grow with the fans by using smart and forward-looking approaches to collaboration.”
The partnership makes all the sense in the world considering SeatGeek’s reach amongst the younger generations. The number of Gen Z customers that buy tickets from SeatGeek is more than a quarter of their total customer base at 36% compared to Ticketmaster, which only levies 18% of buyers that fall in that category.
Before the success, O’Brien, 33 was a videographer in California, mainly for weddings, while also doing some YouTube videos on the side with his friends. In an effort to connect with Yankees fans, Jomboy started live-tweeting games and providing video recaps.
At the time, O’Brien was 28 years old and made no money from the content he produced.
However, through hard work and determination Jimmy eventually reached 1,000 followers on Twitter and convinced his childhood friend Jake Storiale to launch a podcast with him called “Talkin’ Yanks.”
While podcast was growing organically, Jimmy and Jake garnered even more attention for their show by creating these short videos called “Baseball Breakdowns,” which included breakdowns such as Aaron Boone’s infamous ejection back in 2019 when he tossed from a game after arguing with the umpire and digging up footage from the game that an opposing pitcher accused the Houston Astros of banging on trash cans to inform batters on what pitches were coming.
While those video’s helped the company and the show out tremendously, a friend of O’Brien’s saw that the podcast resonated with people and offered him a $25,000 investment in early 2018. That initial investment later led to a $1 million investment from a group of MLB players and media figures last year.
The company now has about 50 employees and just opened up an office space in New York City. Jomboy Media has also proved to be very profitable, doing between $6 million and $7 million in revenue last year.
Seems like Jombo/y is here to stay and my guess is they will eventually branch out to other sports as they continue their meteoric rise in the sports media world.