The Whistle scores funding, celebrity approval

May 15, 2014, 3:16 PM UTC
Fortune

FORTUNE — The Whistle, a sports-focused online video creator with a list of celebrity backers, secured an additional $10 million in funding, the company said.

The Whistle has over 4 million viewers on its YouTube channel and is the first Internet sports media network designed for kids ages 6 to 17.

Since it’s launch at the new year, it has grown to be the second largest sports-centered YouTube channel and has attracted investors like all-star athletes Peyton Manning and Derek Jeter as well as media bigwigs like Bob Pittman, CEO of Clear Channel.

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Online content creators have become a hot commodity as legacy media companies look for ways to reach out to younger, technology-savvy viewers. Walt Disney bought Maker Studios, one of YouTube’s largest networks, in March for $500 million, and TimeWarner is said to be in talks to acquire Fullscreen, an online video network with more than 380 million subscribers.