The sport of baseball continues to evolve with time. From the implementation of the designated hitter to, more recently, the pitch clock, the game has undergone significant changes. Another aspect of that evolution involves how the media covers it. No longer are press boxes filled with smoke and typewriters. Some of baseball’s most impactful voices may never step foot in a press box all season.

Moreover, in the podcast space, there was a hole in the industry’s coverage of baseball. One that Scott Braun and Marc Weiner saw as an opportunity. The former producers leaned on their experience from various stops, including ESPN and MLB Network, and navigated a path to create a content destination that served an underserved baseball audience. In 2023, the Foul Territory Network was born as a podcast network focused on baseball the way it should be covered.

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“We tried to take the playbook from what other sports were doing well and apply it to baseball. What we found was the baseball audience has their own uniqueness to it,” explained Braun, who serves as the executive producer and lead host of the flagship program on the Foul Territory Network.

Since 2023, the Foul Territory Network has grown from a single program with Braun as its lead host to a network of 30 programs serving audiences on both the local and national levels. The talent roster that comprises the network consists of a mix of personalities. From those surrounding the game, from former players and executives to local beat reporters and passionate fans of specific teams.

In less than three years, the Foul Territory Network has grown at a rate that is rare for on-demand content centered around a single sport.

“It happened a lot faster than we thought,” said Weiner, who serves as the CEO of Make Plays Media, the production company behind Foul Territory Network. “I did not think that we would grow that much this quickly. But once we started doing it, we found our formula for further growth.”

A Changing Dynamic Of Coverage

According to Braun, the origins of the network’s concept were rooted in feedback he received from former players. While other sports had former players and executives launching successful podcast platforms, baseball seemingly lagged behind. Adapting to the mission statement of covering baseball the way it should be covered, Braun feels launching the Foul Territory Network has, in turn, brought more attention to the sport itself.

“We want to grow the game. Our platform has grown the game in creating virality on a number of social platforms. Based on the views or stories that players share where they feel more comfortable here to share them here,” notes Braun. “You’re growing the game by allowing that player to share something they couldn’t before on one of our shows.”

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To build a network, you need people and personnel. Currently, the Foul Territory Network houses 30 programs with multiple talents involved in each. Every show added to the network begins with a concept developed internally or someone approaching the company with either an idea or a proof of concept.

While the amount of growth over the past three years is impressive, it has also remained measured.

“We’re careful about growing too fast. We had never done anything like this before we started. Thankfully, people in our orbit shared some great advice about that,” said Weiner. “We’re careful about growing at the right pace. But also bringing the right people aboard to fit our vibe and putting them in places to succeed.”

Authenticity Wins

Both Braun and Weiner are students of their audience. They listen for the type of content fans desire and follow where the audience chooses to consume it. It’s a balance that requires patience and skill. With their television backgrounds, content must not only have depth but also look and sound as polished as any network production.

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However, the biggest focus for Foul Territory is authenticity. With a mix of former players and executives who have worked in the game, ensuring their perspective is on point is vital. Adding current and former beat reporters to the mix provides up-to-date information and credibility. Regardless, the end product must always be consistent and honest with the audience.

“You need to be able to talk about the highs and the lows. If you’re not comfortable with that, we don’t want to put you in a bad spot,” explains Weiner. “We have so many writers and commentators who have a primary job. We’re happy they’re allowing us to work with their people. This allows them an expansion on what they’re doing and what they’re great at.”

There are many elements of Foul Territory’s approach that deserve credit for the growth it has earned over the past three years. However, perhaps the single greatest element was the company’s video-first approach from launch.

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“It’s been huge and was a great call right from the jump,” said Braun. “That was super important for us. Just in the last three or four years, the industry has continued to shift to video-first. It doesn’t touch what you’re listening to; it just enhances what you’re watching… We have everything available on podcast platforms, but we wanted a true viewing experience and not a conference call.”

Weiner’s experience working behind the scenes at ESPN was a driving force behind not only the concept but also the execution. Every motion matters. Every graphic should be crisp and flow with the presentation. In an industry that continues to evolve daily in how audiences consume video content, the bar must continue to rise.

“We want it to look as close to TV as possible. There’s a lot of overhead with television. We wanted to be as close to that experience without going and buying a building,” said Weiner. “We have conversations all the time on how to improve. We’re all in this together. In a lot of ways, it’s growing, but it’s also shrinking as well. It’s a small community. We don’t look at others as competitors. We’re not just growing the game, we’re also growing the industry at the same time.”

With growth comes the question of expansion. While there’s a keen eye on not growing too quickly, both Braun and Weiner admit there are plenty of ideas for future expansion on the wish list. From creating different content verticals outside of sports to exploring new avenues with current talent on the roster.

An Uncertain Future For Baseball

One area where Foul Territory is already expanding is coverage of the continued labor negotiations between MLB and the MLBPA. With every step of the ongoing discussions involving a new CBA, Foul Territory plans to provide full and comprehensive coverage for as long as the conversations continue.

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“From a content perspective, the only goal I have is to bring on as many people, ideas, and conversations to the network on all sides of the discussion,” said Braun. “No guest gets turned down that makes sense to have on. From Rob Manfred to Bruce Meyer. Anyone allowed to speak on the matter, we want to let them cook and speak on every idea while asking the right follow-ups.”

Because of the roster that Foul Territory has assembled, it provides perspective on all fronts of the conversation. From former players, executives, and general managers to insiders with connections around every angle of the story. The result is an objective, down-the-line approach that delivers discussions unique to the platform.

“In the digital space of baseball, who else could provide the approach we’ll provide to this topic,” asked Weiner. “Whatever your perspective is on this, we’re completely independent. That was so important to Scott and I. We’re not one side or the other. We’re bringing people on and having conversations. We must be mindful of people who are representing both sides so you can have the discussions that need to be had.”

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While baseball’s immediate future is unknown, the spotlight on the Foul Territory Network continues to grow. With hopes of adding more shows and involving more current players, both Braun and Weiner believe there is no limit to how much growth the network could see over the next few years.

In many ways, Foul Territory’s rise mirrors the evolution of baseball itself. The game remains rooted in tradition, but the ways fans consume it continue to change. Braun and Weiner recognized that shift early, building a platform that prioritizes authenticity, accessibility, and meaningful conversation at a time when baseball fans were searching for more direct connections to the sport.

What began as a single show has quickly become one of the most influential baseball-focused content destinations in the industry. Yet despite the rapid growth, the mission remains unchanged: cover baseball the way fans want it covered and provide a platform where the game’s most important voices can be heard.

As the sport navigates new challenges, labor discussions, and an increasingly crowded media landscape, the Foul Territory Network appears positioned to remain at the center of the conversation.

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If the first three years are any indication, Braun and Weiner are still only in the early innings of what they hope to build.

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John Mamola

John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.

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