Tyson Teams With The Players' Tribune

The Players' Tribune, the new media company founded by former Yankee Derek Jeter to provide athletes with a platform to connect directly with their fans, has teamed up with Tyson Foods, Inc. as its latest content partner. Tyson Foods will be integrated on The Players’ Tribune in branded essays, a video series, and photo galleries, featuring legendary athletes Ken Griffey Jr., Brandi Chastain, Johnny Bench, and Cal Ripken Jr. Tyson Foods is supporting the effort with a shopper marketing digital content experience called Legends at the Grill.

As part of the partnership, The Players’ Tribune will debut a new video series, entitled “Field Notes,” where Griffey, Chastain, Bench, and Ripken share the unique sights and sounds of their favorite sport. Their narration will drive each episode as they explain in detail the sensory aspects of the game while fans see and hear them in cinematic detail. Each of the four stars will also contribute to several Tyson Foods co-branded written features for the popular editorial series, “Best Play I Ever Made,” where athletes break down signature career moments from their own, singular point of view. Additionally, The Players’ Tribune will produce two supplemental bespoke video series that will live exclusively on a Tyson Foods microsite.

“The Players’ Tribune is always looking for new and unique ways to work with brands and engage with our audience,” says Jaymee Messler, president, The Players’ Tribune. “Through this partnership we were able to leverage our athlete community and premium content offerings to elevate and enhance the Tyson Foods Legends at the Grill promotion. It’s a great example of how we can collaborate with brands and connect them to athletes through authentic, compelling multimedia storytelling.”

“We are excited about our partnership with The Players’ Tribune which has given us the opportunity to tap into legendary athletes and content,” says Wendyjean Bennett, Director of Shopper Marketing at Tyson Foods. “This, combined with leveraging our shopping marketing agency, IN Marketing of Chicago, has allowed us to craft a truly unique experience for consumers this grilling season. We know consumers are the heroes of their grills, but through the Legends at the Grill program, we are helping make them legendary. Consumers will get to experience grilling with an athlete, new content about their favorite players, along with upping their grilling game with tips, on trend recipes and new ways to use the Tyson product portfolio, including Ball Park, Hillshire Farm and Tyson products, to make summer grilling fun and delicious.”

The partnership debuts on June 1 on The Players’ Tribune with Griffey’s take on “Best Play I Ever Made” and the first installment of the new short video series “Field Notes."