With so much recent turmoil in the media space with long form story telling sites, one that has survived and has thrived is The Shadow League. Founded and developed by media entrepreneur Keith Clinkscales. The site is dedicated to presenting journalistically sound sports coverage with a cultural perspective that insightfully informs sports fans worldwide. While there is a good amount of mainstream coverage, TSL has grown in the area in and around African-American and multicultural backstories, and in return has brought in brands to support some of their year-round initiatives around sports like boxing and platforms like the Olympics, using every platform available, print, video and audio.
We caught up with Yusuf Khan, TSL General Manager and EVP, to explain what makes the site rock.
The digital space is becoming more consolidated, how has Shadow League carved a niche?
We’ve stayed true to our mission and focus and continue to provide the sports marketplace with a perspective that informs and educates through voices largely unheard in mainstream media. We don’t look to be what others are becoming and instead we concentrate on being the leader in culturally infused sports content.
What is the audience that TSL serves and is it growing?
We serve the multi-culture sports fan and those that are interested in exploring the intersection of sports and culture. We’ve seen these audiences develop and grow as we continue to witness social issues, especially race, surface across the sports and urban landscape. We create a home for people who want a deeper insight when situations like Missouri happen, and this audience has become one of many colors over the last few years.
What is the value proposition for brands coming to TSL?
We’re original. There’s no one who does what we do in the manner in which we do it. We create an environment for users to interact through professional and credible content, content which educates and inspires. That enables brands to engage with targeted audiences in a positive environment, one in which they feel comfortable with. We can discuss sensitive issues and provide access to brands who want to showcase uplifting stories, all within an environment that doesn’t compromise integrity or morals.
How have you incorporated multimedia into the site?
We expanded from traditional editorial into original programming series, podcasts and events, all of which retain our focus on sports and culture. We wanted to be able to extend our voice to reach fans at different passion points so we diversified. We have our anchor program “Driven,” which is centered around inspirational athletes who are successful both in and outside of the playing arena. We have three podcast programs and we will be holding our third annual TSL Leadership Awards next year, which honors men and women of color who are leaders in the world of sports.
What are some of the pieces you have been most proud of?
I’m proud of everything we do, of course, but I’m most proud of how an emerging property like ours has developed great relationships with brands, leagues, athletes, publicists, publishers and fans as quickly as we have. It speaks to the quality of our work and that we provide great value and excellent service to those we work with and serve. To have them continue to work with us, trust us and expand our relationship, is the most gratifying aspect for me.
You have had a relationship with Black Enterprise, how has that worked?
It’s been good. They’ve been around for over 40 years and we’ve learned many things through working with them. 2016 will be a great year as we plan to create more programs and opportunities together. One of our most successful features was actually done with black enterprise around boxing champ Andre Ward and I’ve used it as a case study in our sales presentations to brands.
What are some of the better brand integrations TSL has done?
“Driven” has been great as it focuses on key aspects for many brands including leadership, drive, innovation, being unique, hard work and dedication. The access these athletes have given us has been great and the results have spoken for themselves. We tripled the number of episodes (from 2014 to 2015), secured two brand sponsors and tripled the year over year revenue. And fans love it, especially because we feature many athletes from “niche” sports and they are very passionate and loyal to these sports and athletes. Brands love it because of the stories, access, production and results they’ve experienced.
As you look ahead what will followers be seeing more of, and what would you like to add?
We look to add more original programming series, develop another podcast program, expand the Leadership Awards, create additional events and expand our overall operations. Users will see more of these things as well as new voices on the site. And they can always expect us to be the leader in culturally infused sports content.
