NEW YORK, June 11, 2026 - MLB Players, Inc., the business arm of the Major League Baseball Players Association, has partnered with Athletes First, the premier sports representation and marketing agency, to develop and execute a strategic content initiative that will allow MLB Players to better connect with baseball fans.

As part of the agreement, Athletes First will work closely with MLB Players, Inc. to identify, develop, and sell brand partnerships across a newly created portfolio of jointly produced content initiatives that resonate with sports fans and content consumers alike.

The partnership gets underway today with the release of “Werth Talking About,” a Philadelphia-based video podcast series hosted by Phillies legend and former All-Star Jayson Werth. The show will cover all things Phillies - from game recaps, trade rumors, clubhouse stories, Phillies nostalgia, and Werth's life off the field. Athletes First will apply a similar content and sales model to what it developed for Exciting Mics, the breakout Philadelphia sports podcast featuring Super Bowl LIX champions Cooper DeJean and Reed Blankenship that averaged 1.3 million monthly views on YouTube in its first season and was named one of the best sports podcasts of 2025 by Spotify.

“MLB Players, Inc. is a forward-thinking organization in how it creates value for players, and this partnership is a perfect example of that,” said Dan Gyves, senior vice president of sales for Athletes First.  “We are thrilled to work with an organization that is building a content platform around some of the game's best players and most passionate fan bases, and we look forward to growing that platform together.”

Recently, MLB Players, Inc. announced the launch of “MLB Players Studio,” a new content platform designed to serve as the umbrella for original programming, talent, and brand partnerships across MLB Players, Inc.’s growing business initiatives. “Werth Talking About” will play a role in MLB Players, Inc.'s presence at All-Star Week in Philadelphia, July 11 - 14, with a live special episode and branded activation at the MLB Players House adjacent to Citizens Bank Park.

“Athletes First has built a reputation for developing and monetizing content with some of the most compelling athletes in the world, and that expertise is exactly what we were looking for in a partner,” said Evan Kaplan, president, MLB Players, Inc. “We are thrilled to work with them to bring that same creativity and commercial strength to baseball, beginning with Jayson Werth and with more projects to come.”

“We are excited to partner with MLB Players Inc. as they look to deepen the way fans connect with players and the game," said Matt Shulman, senior vice president of partnerships and integration for Athletes First. "This partnership is a strong first example of what our new structure and strategy will allow us to deliver for premier partners, bringing fans closer to the players they love while creating meaningful new business opportunities."

Athletes First's media division produces a variety of dynamic content featuring some of the best athletes in the world. Its award-winning projects are developed, produced, and sold by the agency across a range of platforms. Recent projects include the podcast series "Exciting Mics," "Real Ones: The League" with San Francisco All-Pro linebacker Fred Warner, "House Rhules" with Nebraska head football coach Matt Rhule, the CBS Sports NFL Rookies digital series "Selected," and many more.

About Athletes First

Athletes First is the premier sports representation and marketing agency, guiding the careers of elite athletes, coaches, executives, and broadcasters. Since 2001, Athletes First has built a reputation for integrity, innovation, and impact across contract negotiations, marketing strategy, endorsement sales, and brand partnerships. The agency also produces world-class live experiences through its events and properties teams and creates dynamic multiplatform content through its in-house media and production capabilities. For more information, visit athletesfirst.net or follow us on Instagram, X, and LinkedIn.

About MLB Players, Inc.

MLB Players, Inc. is the business arm of the Major League Baseball Players Association. The Major League Baseball Players Association is the collective bargaining representative for all professional baseball players of the 30 Major League Baseball teams. MLB Players Inc. serves as the exclusive group licensing agent for all commercial business interests and licensing activities involving active Major League and Minor League Baseball players. Follow @MLBPA on Instagram and X.