The New York Mets aim to change their off-field storyline through a new content agreement.

• Despite the challenges in the New York Mets' on and off-the-field narrative this season, the MLB team believes that its brand will grow in the long run through more behind-the-scenes content.
• A new production deal with Range Media Partners was announced, with Steve Cohen, the Mets owner and hedge fund manager, as a minority investor.
• The team's players and brand will be introduced to viewers beyond its core fan base, creating new revenue opportunities for sponsors and partners.

The New York Mets, with their 63 seasons, have experienced both thrilling finishes and the agony of defeat, including a shocking World Series victory and a frustrating season with a high payroll.

The NBA is currently negotiating upwards of $75 billion in new broadcast deals, with media companies highlighting the valuable audience and advertising opportunities that live sports content provides, thanks to the popularity of drama.

The focus on what happens during games has led to an increased effort to capture what goes on behind the scenes, both good and bad, from various documentaries such as Netflix's F1 "Drive to Survive" and PGA Tour "Full Swing," as well as the NFL and HBO's annual "Hard Knocks" series, and what teams and leagues increasingly capture in locker rooms and training.

The Mets will collaborate with Range Sports, a subsidiary of entertainment management company Range Media Partners, on development, production, and distribution. Steve Cohen, the Mets owner and hedge fund manager, is a minority investor in Range through his Point72 Ventures fund. Additionally, A+E Networks, John Malone's Liberty Global, and private equity billionaire David Bonderman of TPG are also investors.

M. Scott Havens, President of Business Operations for the Mets, stated that fans are increasingly engaging with content on social media and digital platforms. Although sports teams are effective at sharing game clips and highlights, there is a vast potential for additional opportunities beyond this.

Havens, who became the CEO of the Mets in November after previously leading Bloomberg Media, believes that the audience potential for off-field content is just as significant as what takes place during games. He notes that both existing and non-sports fans are drawn to "the human stories, the struggles, the drama, and the personal lives of the players and coaches."

In the past 24 hours, the Mets experienced a series of events that showcased the drama that can occur on a team, including Pete Alonso being hit by a 90mph-plus pitch, Jorge Lopez getting ejected and throwing his glove into the stands, and the team's players holding a closed-doors meeting after the game.

Before the recent events, Havens was interviewed about the production deal and is now looking to expand the team's brand and fanbase beyond Queens, New York.

According to Range Sports co-presidents Will Funk and Greg Luckman, content is crucial to the ecosystem of an organization like the New York Mets as it extends the brand and creates more opportunities for fans to interact with the team, while also opening up new revenue streams.

Range's management firm and content development operations encompass TV, film, music, and sports, with clients such as Bradley Cooper, rapper Jack Harlow, San Francisco 49ers quarterback Brock Purdy, The CW Network's broadcast rights portfolio, which includes LIV Golf, ACC football, and soon WWE's NXT franchise and NASCAR's Xfinity Series.

Havens stated that the Mets will focus on a range of content, including players discussing their fashion choices or offseason activities, as well as storytelling about the culture of Mets fans. Additionally, there may be opportunities to collaborate with Range's diverse client base, which includes actors, musicians, directors, and other sports enthusiasts, to bring their stories to life.

Havens stated that since there is ample baseball coverage available, it is not necessary to offer something similar.

The Mets' new content strategy aims to attract new fans and generate more revenue through sponsorships and partnerships by introducing the team's players and brand to viewers who may not have previously considered themselves Mets fans.

Cohen and the Mets' vision is to transform the team into a sports and entertainment business that engages with consumers daily through content, events, concerts, food, and other initiatives, beyond the 81 regular season home games hosted at Citi Field each MLB season.

Havens stated that this would create numerous chances to connect with both Mets fans and non-Mets fans.