Former New York Yankees shortstop Derek Jeter is the man behind The Players’ Tribune, from developing the idea to writing the first post to persuading other athletes to take part. SportsBusiness Journal’s Liz Mullen asked him about the site’s first year, and these are his emailed responses.
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Jeter wants to grow the audience and find ways to integrate more brands into the platform.
Photo by: GETTY IMAGES
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■ We’d be interested in knowing a little about how TPT came together: when you conceived it, and whether you were able to make progress on it while you were still playing. Was there an idea that popped into your head? Or was it something you were thinking about for a long time? Was Jaymee involved?
Jeter: This was an idea that Jaymee and I developed over the last couple of years. As an athlete, I was careful because I had an understanding that any statement or opinion of mine could be distorted or taken out of context. I felt like athletes needed a place where they could connect directly with fans and be sure their thoughts and stories came across exactly the way they intended. We launched the site the day after my last game.
■ How does TPT measure up after a year to what you envisioned? What surprised you — on the upside and on the downside?
Jeter: We’ve come a long way in a short time. We’ve established ourselves as a desired platform for athletes to share stories and news. We’re starting to see TPT change the media landscape and transform how athletes connect with fans.
Our editorial content is first rate, and we have really built an athlete community — nearly 500 athletes have already contributed to the site. I’m surprised and pleased by how much we have grown and accomplished in such a short period of time but we’re just beginning to expand our reach.
■ What are your personal favorite TPT stories and why?
Jeter: I’m really proud of the behind-the-scenes package we did with the New York Liberty. A lot of women’s sports don’t always get the same coverage as men but it’s a priority for us to highlight and support female athletes and their incredible talent.
We’re continuing the all-access series now with the University of Michigan, which I’m personally very excited about. I had a baseball scholarship there before the Yankees drafted me and attended classes — so I’m looking forward to getting an inside look at the men’s football, basketball and women’s softball teams and getting to know the players.
Our POV videos have been impactful, like Daniel Carcillo’s moving tribute to Steve Montador, and Larry Sanders on why he walked away from basketball.
Steve Nash and Kobe Bryant’s retirement stories were also powerful and big moments for the site.
■ Are you planning new and different distribution channels? More video? More social media interaction? And are you hiring more people to do that?
Jeter: Video is a major focus for TPT and in the coming months, we’ll be rolling out even more video content. Video really allows fans to connect with the athletes on a more intimate level. Podcasts will also be a big emphasis for us in 2016.
■ What is your reaction to the media’s reaction — good and bad — about the site?
Jeter: We’ve said from the beginning that TPT is here to complement the media and is in no way a replacement for traditional media. We saw a lot more media criticism in the beginning, but I think at this point, we have established ourselves as a credible and innovative platform that is associated with the authentic voice of the athlete. We’ve also seen great support and praise by the media. TPT stories often go beyond what you might find elsewhere, and often provide perspectives and storylines you haven’t heard or thought about before. Our pieces show the different personalities and dimensions of athletes and they’ve often been conversation starters for other media, and in many cases they offer reporters a narrative that helps them ask more diverse questions.
■ Is this your sole focus — TPT? Or do you have other business interests that keep you busy? How much time do you spend with it?
Jeter: Now that I’m retired from baseball, I’ve had more time to explore several entrepreneurial opportunities. I am very passionate about developing content, as evidenced not only by TPT, but by Jeter Publishing as well. Working with Simon & Schuster on the imprint has given me a greater appreciation of both the editorial and business sides of publishing and has allowed me to pursue great stories that appeal to all ages. This, along with my involvement with my Turn 2 Foundation, BlueJeans and Luvo, amongst other things, have kept me busy.
■ What is your top goal or top three goals for 2016?
Jeter: In 2016 we’ll look to grow our audience and integrate more brands into the platform. We will be putting an emphasis on video, podcasts, live events and short-form content.
