Our friends over at The Whistle are dead set on world domination. The sports-focused MCN launched in January and has experienced truly meteoric growth. Just a few months after opening a production facility in Dallas, the fast growing network has planted its flag in Europe. The Whistle has announced plans to open brand new offices in London. The facility will give The Whistle team easier access to Europe’s top leagues and athletes m any of whom enjoy international fame.
The new office will be headed by veteran of the world of digital athletics media, Jeff Nathenson, who has previously served as YouTube’s Head of Football where he forced partnerships with international brands like UEFA, FIFA, La Liga, Ligue 1 and Lega Calcio. Nathenson will lead the London team as SVP of content partnerships and distribution for Europe, the Middle East and Africa. The London-based team will focus their efforts of attracting new partners and on expanding The Whistle’s audience across Europe. However, all the content created at the London office will be available to sports fans the world over via YouTube and the The Whistle’s recently launched XBox app.
Nathenson’s experience with the world’s most popular game is likely to come in handy as The Whistle sets its sites on bringing more football (American Soccer) content to its network of channels. The sport has received an international boost from coverage of the 2014 FIFA World Cup and has begun to develop an audience in markets like the United States that previously showed little interest in the game. If The Whistle continues to quickly scale up its network of connections, then the fan-focused content they specialize in could be the ideal tool to grow that nascent audience. In recent years online video has been pivotal in helping niche and regional sports to find wider global audiences. With access to Europe’s star athletes and premium brands The Whistle could do the same for soccer.