Team Whistle expands original programming as it chases more brand deals at higher prices

Team Whistle focused on producing more original shows for social platforms and expanding beyond sports into categories like entertainment and culture in the last year. The strategy proved positive: it attracted more brand deals and higher viewership, revenue and CPMs, according to the company.Lockdown orders and regulations brought on by the pandemic threw a wrench into video production plans, but Team Whistle’s successful few months is an example of how one digital video-focused media company was able to adjust to remote filming and add to its slate of programming — and ultimately make more money from it. Team Whistle increased its investment in original programming over the past six months “at a higher rate than at any previous time in company history,” said Joe Caporoso, evp of media at Team Whistle, which was created in 2014. He declined to say how much more was spent compared to before. In the past six months, Team Whistle launched eight new shows. Five more shows will debut in the next two months. After acquiring Vertical Networks in 2019, Team Whistle had more resources at its disposal, and shifted from creating traditional sports-focused content featuring athletes, to videos in the entertainment and culture categories…
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