Sam Toles joined Bleacher Report in March of 2019 as Chief Content Officer, to lead all creative operations and strategy for the No. 1 digital destination for millennial and Gen Z sports fans.
Bleacher Report reaches more than 200 million hyper-connected millennial and Gen Z sports fans each month through the distribution of premium content. It is the #1 sports brand driving engagement and video views across all social platforms and the Bleacher Report app, while fueling offline engagement through unparalleled experiences that blend sports with culture.
Toles joined B/R to oversee all creative operations, working on the brand’s continued drive of capturing, reflecting, and defining the relationship between sports and culture. He works to amplify the brand’s voice by developing a disciplined system to create new and compelling content, while supporting the brand’s talent pool of creators.
In just four months, Toles has led B/R to multiple company milestones: this Spring, B/R produced the documentary “Quiet Storm: The Ron Artest Story,” premiering on Showtime and marking B/R’s first-ever longform project licensed to a third party. A month later, the B/R team produced its first-ever multi-location live event production with NBA Draft coverage.
Under Toles’ leadership, B/R continues on as the #1 sports media brand for today’s fans: B/R is the #3 most engaged brand on Twitter, owns two of the Top-10 most-engaged accounts on Instagram (B/R and House of Highlights), registers 1.25 Billion monthly video views, and reached 20MM all-time downloads of the B/R app.
A 20-year veteran of the TV and entertainment industry, Toles previously worked as MGM’s Senior Vice President of digital and new platforms, where he oversaw the studio’s efforts around digital native content development and distribution. Prior to MGM, Toles was Senior Vice President, General Manager of Vimeo’s Entertainment Group where he directed all aspects of programming and helped launch its first slate of original programming.