Jesser makes moves off the court to turn his sports content empire into a business

A leading creator in the sports category is turning his channels and offline ventures into a full-fledged business. Jesse Riedel, the 27-year-old basketball aficionado known online as Jesser, has announced the formation of a holding company called JesserCo.

The arms of JesserCo will include Jesser Media, which will encompass the titular creator’s content business, and Bucketsquad, his rapidly growing apparel brand. Riedel himself will serve as the Founder and CEO of the overarching JesserCo company. Zach Miller, a Spotify and NBCUniversal vet who has worked with the Jesser brand since 2023, has been tapped as the holdco’s President.

To find the executive who will oversee Bucketsquad’s commercial operations, Jesser looked to the world of sneakers. That’s where he found Eric Wise (pictured above), the former GM of Global Basketball at Adidas. As the new President of Bucketsquad, Wise will take the reins of a brand that already includes its own shoe line as well as several other hoops-focused product lines.

The corporatization of the Jesser brand is well-timed. While counting more than 10 billion views across all platforms, Riedel has secured partnerships with NBA greats and even earned a pro tryout

for himself. Now he’s taking over NBA games, and his viewership numbers keep going up. According to our most recent Global Sub Top 50 chart, Jesser added 700,000 new subscribers on his primary YouTube channel during the second week of April.

“What stood out to me was the strength of the brand, the connection it already has with its audience, and the opportunity ahead,” Wise said in a statement. “Bucketsquad sits at a meaningful intersection within sport culture, and the opportunity to lead it as part of JesserCo’s broader vision made this an especially compelling move. Excited to help build what comes next.”

Like many aspects of Jesser’s career, his expansion plan draws inspiration from MrBeast. YouTube’s biggest star has also reorganized his business to put Beast Industries at the center of his content, commercial, and financial ventures.

Jesser might not be quite as big as MrBeast, but he has put in the work that will make JesserCo a valuable business in the future. Creators are more involved in pro sports than ever before, and Jesser just solidified his place at the epicenter of that boom.