PlayersTV, the athlete-owned streaming platform, has acquired tech and content agency Expectant Media and installed founder Michele Ghee as its new President, as first reported by Deadline. The move merges PlayersTV's athlete-driven content with Ghee's expertise in marketing and live events.
The live-event play: The acquisition is designed to integrate Ghee's background in marketing and live events with the streamer's athlete-centric content strategy. Backed by sports figures like Chris Paul and Travis Kelce, PlayersTV stated it is now focused on building more “live community-driven moments with athletes and fans.”
An inside job: Ghee’s appointment follows a two-year tenure on the company's board, showing a promotion from within. Her extensive career includes senior leadership roles at BET and CNN, and she is now tasked with growing the company's media footprint, which already reaches over 300 million homes.
The move signals a clear intent to scale beyond digital-only content, with the company teasing that new programming, distribution deals, and brand collaborations are expected "in the coming weeks." Meanwhile, PlayersTV co-founder Collin Castellaw framed the deal as a moment of "alignment," not just a transaction. Ghee herself announced she was "stepping boldly" into her new role as President.
