Premier Sports buys stake in JOE Media Group

premier sports - joe media

Greencastle Capital, owner of social publisher JOE Media, has announced a major investment from UK and Ireland sports broadcaster Premier Sports.

The deal, described in a strategic partnership, will include the sharing of assets including sports rights, studio space and talent to the JOE Media Group platforms, while offering a vast new audience of sports fans to Premier Sports.

Premier Sports and JOE

The landmark agreement will see JOE Media Group become the exclusive digital partner to the Premier Sports rights portfolio, which includes Italy’s Seria A, Spain’s La Liga and the Autumn Nations Cup Rugby, as well as a traditional broadcast platform on which to showcase their own bespoke productions such as the acclaimed House of Rugby and the new Joe Cole-fronted football show All To Play For.

Premier Sports is an OTT Pay-TV channel carried on Sky with more than 600,000 subscribers, and a free-to-air channel that broadcasts into over 22 million homes across the UK and Ireland.

JOE Media Group is one of the most recognisable digital publishers in the UK and Ireland, generating over 100m views per month.

This investment solidifies JOE’s unique positioning as a digital publisher and broadcaster, and the partnership with Premier Sports bridges social and broadcast media with its combined slate of sports, entertainment and lifestyle programming.

Co-production plans

JOE is drawing up plans to co-produce sports shows with Premier that can be simulcast across both sets of audiences in a pioneering approach that will maximise their reach and commercial potential, while the sharing of assets such as studio space, talent and resources on combined projects will be a further benefit of the partnership.

Greencastle Capital completed the acquisition of Maximum Media Network, the owner of the JOE brand, in October this year and pledged “significant investment” into the organisation.

The portfolio is managed by new media and technology business Iconic Labs who are responsible for all operational and strategic management.

Paul O’Donohoe, partner at Greencastle Capital, said: “We are excited to announce this strategic partnership with Premier Sports.

“It is a big step for us in achieving our vision for the JOE Media Group in bridging the gap between digital publisher and broadcaster.

“The access this partnership provides to sports rights and new TV audiences gives us a unique position and offering in the market and is a strong verification of the great work our teams have done to date.

“We are also looking forward to working with Mickey O’Rourke at Premier and the experience and knowledge he will bring to our team.”

Mickey O’Rourke, owner of Premier Sports, said: “We are delighted to formalise this partnership with JOE.

“They have a vast digital footprint across the UK & Ireland with inclusive male and female audiences and an extensive knowledge of how these audiences consume content online.

“We have long been admirers of their original content including their sports, lifestyle and entertainment programming and are looking forward to working with their team to reach a new demographic.”