Sal Licata, Jimmy Traina, and John Jastremski Launch Underscore Media

The platform aims to anchor itself in the daily habits of local fans, moving beyond traditional broadcast models to meet the audience where they consume content. The trio brings significant industry experience to the project: Licata joins after two decades at WFAN and SNY, Traina arrives with three decades of media coverage, and Jastremski transitions from tenures at The Ringer and WFAN. The initial programming slate features their signature shows—The Sal Licata Show, Traina Thoughts, and New York, New York with John Jastremski—with further creator announcements expected.

Underscore will utilize Substack to distribute two core newsletters: Underscore Daily, which recaps local game action, and Underscore Business, which tracks the intersection of sports, culture, and industry economics. Steve Hirsch, who serves as CEO, noted that the project is built to mirror the intensity of the New York market. With Joseph Markowski, former CEO of DAZN North America, joining as an executive advisor, the team is positioning the venture to scale quickly within the competitive local landscape.