NEW YORK – Maven Media Brands and Sports Illustrated announced a partnership today with the award-winning Joe Agency to produce and market content about athletes whose stories are traditionally underrepresented in U.S. media. SI and Joe will collaborate to elevate highly personal sports storytelling about the cultural influences that drive players, their families, and communities.
Joe Agency will leverage its access to key sports influencers, developing content across platforms about Latinx, black American, Asian American, LGBTQ, and physically disadvantaged athletes. These stories will better reflect sports as the most richly diverse segment of American society today. More than 80% of the National Basketball Association and more than 70% of the National Football League is comprised of people of color. This diversity makes up 45% of Major League Baseball rosters, with most of those being of Latin descent. The rising popularity of Major League Soccer further highlights diversity in sports, fueled by star athletes from Mexico and other Latin American countries, a story that Joe Agency is uniquely poised to tell.