Axios Pro Exclusive Content

MoonBall media wants to be the next Omaha or Springhill

Illustration of a vintage television with a baseball on it

Illustration: Sarah Grillo/Axios

MoonBall Media wants to be the baseball version of fellow athlete-owned media companies Springhill and Omaha Productions, its co-founders tell Axios.

Why it matters: Athlete-driven media companies have taken the field in media over the last few years and are challenging established vets like ESPN and Fox for eyeballs.

Zoom in: MoonBall launched last month from recently retired major leaguer Eric Hosmer and Anthony Seratelli, another former ballplayer-turned-producer.

  • The company's flagship property is its podcast "Diggin' Deep," hosted by Hosmer alongside Peter Moylan and Justin Su'a, a process and development coach for athletes and executives.
  • MoonBall is also launching FAST channels and developing documentaries it hopes to sell to bigger media companies, says Seratelli, who also serves as MoonBall's CEO.
  • Some non-baseball subjects include professional bull riding, rodeo and women's sports. MoonBall has content partnerships with Major League Wiffle Ball, Women's Football Alliance, Athletes Unlimited and World Chase Tag.

Fun fact: Seratelli and Hosmer spent time together with the Kansas City Royals organization.

The big picture: Professional athletes have leaned into owning their own media companies, with football's Peyton Manning and the NBA's LeBron James and Kevin Durant as leaders in the clubhouse.

  • Seratelli thinks athlete-driven media companies have staying power against the sports media giants like ESPN and Fox because those outlets are one or two layers removed from the game.
  • "They report, and we have a rapport," he says. "Athletes, for whatever sport it is, are a little more comfortable opening up to us."
  • Hosmer sees an opportunity for someone to own this space from the baseball world.
  • "I just think from the baseball space, it's something that not a lot of players have adapted over to," Hosmer says. "We look to be that driving force in baseball."

What's next: Seratelli and Hosmer self-funded MoonBall but plan to eventually add outside investors.

  • "It is something we want to grow and scale. Right now, we're just trying to prove the model," Seratelli says.
Go deeper