Whistle Sports has added a new C-level executive to its team. The sports video network has made Paul Kelly, the former chief partnerships officer at AwesomenessTV, its first ever Chief Revenue Officer.

In his new role, Kelly will seek out new partners for three-year-old Whistle. As part of his responsibilities, he’ll look to recruit agencies and brands to contribute to the growing library of sponsored content Whistle has created so far. Among other projects, the sports-themed digital network recently worked with the trading card company Panini for a video hosted by the high-flying creators of Team Flight Brothers:

Whistle, whose partners include Dude Perfect and the F2 Freestlyers, is the most notable digital network dedicated to sports. Kelly believes the company’s model has the potential to shake up the traditional sports industry. “There’s been an explosion of short-form, mobile-first video – and that’s limited the appeal of sitting through a three- or four-hour football or baseball game” for younger fans, Kelly said. “Whistle has pioneered a new category for sports visual content.”

Kelly joined AwesomenessTV in 2015. Previously, he held roles at Viacom and Discovery.

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