• Loading stock data...
Saturday, June 21, 2025

JuJu Smith-Schuster Launches Athlete-Led Gaming Organization

  • Smith-Schuster has been active in the gaming community, streaming regularly on Twitch to his more than 184,000 followers.
  • The 23-year-old was previously a member of popular esports organization FaZe Clan.
Charles LeClaire-USA TODAY Sports

Pittsburgh Steelers wide receiver JuJu Smith-Schuster is taking his involvement in gaming a step further, launching his own organization.

Known as Team Diverge, the organization says it is the world’s first athlete-led gaming entertainment and lifestyle company. It will aim to “live at the intersection of sports, gaming and culture, cultivating creative content and unique fan experiences leveraging our unique roster of crossover talent.”

It is not Smith-Schuster’s first foray into the gaming and streaming industry. An avid gamer, the 23-year-old was an honorary member of FaZe Clan, creating content and merchandise with the gaming organization as well as briefly living in its Los Angeles content house.

He also has a partnership with HyperX, which creates gaming products like headsets, keyboards and hard drives. He launched a limited headset with the company earlier this year.

Smith-Schuster is also an active user of Twitch, where he has more than 184,000 followers. He gained further attention on the platform when he played Fortnite in 2018 with Tyler ‘Ninja’ Blevins and rappers Drake and Travis Scott — a stream that garnered more than 600,000 concurrent viewers, which remains a record for a single streamer on the platform.

“In creating my own organization instead of joining one of the big established ones, I know I chose a different path than most in my position would do,” Smith-Schuster, who will serve as the organization’s CEO, said in a statement.

Team Diverge has signed “several rising content creators across several titles,” and says that it will also recruit athletes, musicians and celebrities who will also help drive the broader content and events strategy for the organization.

“The gaming community has grown immensely in recent years. You’ve seen collaborations with athletes in traditional sports with these popular gaming organizations, but to some degree they have become stale and repetitive,” said Karan Gill, the organization’s co-founder and chief operating officer. “TD is going to take athlete involvement in gaming to a completely different level. These guys won’t just be ambassadors or honorary members, they are going to be centerpieces to the team’s identity.”

The organization plans to launch its own gaming house in the spring of 2021, and will look to have its talent there during the NFL offseason. It will also launch its own streetwear-inspired apparel line.

NFL Players to Join Madden NFL 21 Championship Series Programming

NFL Players to Join Madden NFL 21 Championship Series Programming

Engagement and viewership numbers soared for the Madden NFL 20 amid the…
August 25, 2020

Smith-Schuster has his own clothing company, Team Juju, and has partnerships with brands like Adidas and MeUndies.

While professional athletes have long been linked to video games, athletes such as Smith-Schuster, Tampa Bay Rays pitcher Blake Snell and Minnesota Timberwolves forward Karl Anthony Towns have increasingly turned to Twitch and other platforms in recent years to play games and connect with their fanbases.

That only increased during the pandemic as league and team activites were paused. Several leagues, such as MLB and the NBA, also held athlete-focused tournaments in their respective games, while numerous athletes also held charity game streaming fundraisers.

Some, like Smith-Schuster have taken that a step further and joined, invested in, or created gaming organizations. Philadelphia 76er Ben Simmons is one of four NBA players to have an investment in FaZe Clan, while budding star Bronny James – son of LeBron James – has also joined the organization.

European soccer stars Antoine Greizmann and Mesut Ozil also have their own esports teams, while Kevin Durant and Michael Jordan are just some of the other well-known names who have purchased stakes in gaming organizations.

“I’m not just trying to be a popular figure in gaming for myself; I’m trying to build a special organization that is a platform for others,” Smith-Schuster said.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Apr 24, 2025; Green Bay, WI, USA; Penn State Nittany Lions defensive end Abdul Carter on the red carpet before the 2025 NFL Draft at Lambeau Field

‘More Is More’: The Elite Luxury Jewelers Decking Out Athletes

Meet the elite group of luxury designers crafting the biggest statement pieces.
Noah Lyles

Tyreek Hill–Noah Lyles Race Is Off for ‘Personal Reasons’

Lyles and Hill agreed to a race in February with few concrete details.
Feb 9, 2025; New Orleans, LA, USA; Kansas City Chiefs quarterback Patrick Mahomes (15) against the Philadelphia Eagles in Super Bowl LIX at Ceasars Superdome.

Former Chiefs Employee Sues for Racial Discrimination

Ramzee Robinson says the Chiefs paid Black employees less than white ones.

Featured Today

Dec 5, 2024; Miami, FL, USA; FIFA president Gianni Infantino presents the FIFA Club World Cup trophy during the Club Word Cup draw at Telemundo Studios.

Revamped Club World Cup Is FIFA’s Billion-Dollar Gamble

The revamped soccer event debuts amid controversy.
Jun 10, 2025; Nashville, Tennessee, USA; United States head coach Mauricio Pochettino stands during the anthem against the Switzerland during the first at Geodis Park
June 14, 2025

Gold Cup Is Complicated for USMNT—but U.S. Soccer Has Its Eyes on..

Uncertain tournament success isn’t fazing forward-looking U.S. soccer.
Jan 24, 2017; Davidson, NC, USA; The Davidson Wildcats student section cheers during the first half against the Duquesne Dukes at McKillop Court at John M. Belk Arena. Davidson defeated Duquesne 74-60.
June 6, 2025

Every College Wants a Flashy Basketball GM Hire Right Now

The role is more important than ever, and the definition is ever-evolving.
August 31, 2024; Columbus, Ohio, USA; The Goodyear blimp flies over Ohio Stadium during the first half of Saturday’s NCAA Division I football game between the Akron Zips and the Ohio State Buckeyes.
June 6, 2025

Why the Goodyear Blimp Is at Every Major Sports Event

The airship wasn’t built to cover sports. Now it’s a regular presence.

Thunder Favored, but Bettors Backing Pacers Big in NBA Finals

The most bet-on exact series outcome is the Thunder winning in five.
Fanduel
March 4, 2025

FanDuel Retains Sports Betting Crown With $14B in 2024 Revenue

The FanDuel parent company posts big increases in revenue and net income.
May 8, 2025

FanDuel Misses Projections As Betting Favorites Dominate 

FanDuel is hit by customer-friendly betting outcomes during March Madness.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Ted Leonsis unpacks basketball’s global rise, media rights, and portfolio ownership.
February 20, 2025

Americans Bet $148 Billion on Sports in 2024, Up 23.6%

Both overall handle and revenue rose by more than 20% last year.
DraftKings app
February 14, 2025

Lawsuit Says DraftKings VIP Program ‘Preyed On’ Gambling Addicts

The company’s being sued for negligence and intentional infliction of emotional distress.
August 20, 2024

Beloved ‘Backyard Sports’ Brand Says It Will Relaunch After Decade Hiatus

“Backyard Baseball” was a turn-of-the-century computer hit. 
DraftKings
August 2, 2024

DraftKings Announces Consumer Tax Starting Next Year

The company’s stock fell 5% Friday morning.