The North American Membership Group has acquired sports site Scout.com from Fox Networks for an undisclosed price. Per AllThingsD, the sale amount was much lower than the $60 million that News Corp. shelled out for Scout.com in 2005.
Going forward, NAMG will merge with Scout.com to create a new digital media network focusing “primarily on male enthusiasts.”
NAMG, which is owned by private equity firm Pilot Group, currently owns and operates a collection of male-centric media and commerce properties like North American Hunter, North American Fisherman, and Golf Partners. It also has content partnerships in place with Major League Baseball and History Channel.
The new digital media network, headed by Jim Heckman, is called Scout Media. It’s launching with a roster of existing television shows, over 300 websites, and “tens of thousands” of original videos. The network deliver sports content from the NFL, college football, baseball, and hunting sports. Scout Media hopes to tap into a broad swath of programming for cable TV and shows on the web. Video content is also reportedly to play a large role in new content developed for the Scout Media network.
In an interview with AllThingsD, Heckman said that reaching males on the web is “not easy.” According to him, “it’s not hard to find scale for men, but often the content is sketchy.” Scout Media, he said, “checks all the boxes” by providing clean and safe content “in categories brands love like sports and outdoors.”
Since coming onboard with Scout Media, Heckman has brought on a team of engineers and executives from the likes of Google, Yahoo, AOL, MSN, FOX, and the NFL. “We also have the luxury of deploying the same leadership team that pioneered the vision of niche content and communities operating on a single platform,” said Heckman. “We will be doing it again, underneath an already existing, nine-figure business, world-class backing and a highly engaged audience, has us feeling confident about our chances for success.”
Pilot Group has a long track record of operating web properties, including Thrillist and Tasting Table. The equity firm also has investments in web outlets the likes of Next New Networks, Rapleaf, and TrialPay.