Greencastle Capital, the owners of JOE and Her Media, have announced a new strategic partnership with Premier Sports, the UK and Ireland sports broadcaster.
The partnership will see Premier Sports invest into JOE and Her Media forming a landmark agreement which includes access to respective audiences and the sharing of assets.
This agreement means that JOE and Her Media will become the exclusive digital home of sports media rights within the Premier portfolio, including tier-one football and rugby properties such as La Liga, Serie A and the Guinness Pro 14.
Other details in the agreement include the sharing of assets such as studio space, talent and resources where applicable.
It is a smart move on the part of both and the first consolidation of new media partners to fully take shape in an Irish context.
JOE and Her will now advance plans to co-produce sports shows with Premier Sports that can be simulcast across both sets of audiences.
That will give rise to a shared commercial benefit from increased audiences across complementary channels.
Premier Sports have a Pay TV channel with over 600,000 subscribers and a free-to-air channel that broadcasts to over 22 million homes across Ireland and the UK.
The JOE and Her sites in Ireland and Britain generate over 100 million views per week.
The announcement of this strategic partnership follows on from Greencastle Capital’s recent acquisition of the Lovin Media Group last month creating Ireland’s largest digital media house.
“We are excited to announce this strategic partnership with Premier Sports,” said Paul O’Donohoe, partner at Greencastle Capital.
“It is a big step for us in achieving our vision for the JOE and HER 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 and are excited at the level of expertise he will bring to our team.”
“We are delighted to formalise this partnership,” added O’Rourke.
“They have a vast digital footprint across the UK and Ireland with inclusive male and female audiences and 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.”
Others operating in the space include OTB Sports, Balls.ie and the Second Captains Podcast as well as the traditional media who have moved into the digital space.
The substantial growth of our own niche area looking at the business of sport and those who play a part suggest it remains a rich environment for reaching out to consumers.
Sport for Business Partners
