# Asaf Peled

> Asaf Peled is the co-founder and CEO of Minute, the sports content and technology company formerly known as Minute Media. He helped launch the business in Israel in 2011 as FTBpro, later 90min, and led its expansion through publishing technology, The Players’ Tribune, FanSided, STN Video and the Sports Illustrated publishing-rights agreement. His earlier career included Evergreen Venture Partners, Cisco and Top7.

- **Role:** Co-founder and CEO at Minute
- **Organizations:** Minute (formerly Minute Media), 90min, Cisco, Evergreen Venture Partners, Top7
- **Nationality:** Israeli
- **Education:** BA in Economics and Law, Tel Aviv University, MBA, The Wharton School, University of Pennsylvania
- **Known for:** Co-founded and continues to lead a sports content and technology business established in 2011., Led expansion into athlete storytelling through The Players’ Tribune and fan communities through FanSided., Led Minute Media when it secured Sports Illustrated publishing rights in March 2024.

## Career timeline

- **1998–2003** — Investment manager at Evergreen Venture Partners.
- **2005–2009** — Worked at Cisco in corporate and business development.
- **2009** — Co-founded Top7, serving as chief marketing officer.
- **2011** — Co-founded FTBpro, later 90min and Minute Media, with Gili Beiman and Yuval Larom.
- **2019** — Minute Media announced its acquisition of The Players’ Tribune.
- **2020** — Minute Media acquired FanSided.
- **2024** — Minute Media acquired STN Video and secured Sports Illustrated digital and print publishing rights.
- **2025** — Minute Media announced the VideoVerse acquisition; Peled discussed founder stability and early selling in a Growth+ interview.
- **2026** — The company terminated its VideoVerse agreement, reduced its workforce and subsequently rebranded as Minute.

## Achievements

- Co-founded and continues to lead a sports content and technology business established in 2011.
- Led expansion into athlete storytelling through The Players’ Tribune and fan communities through FanSided.
- Led Minute Media when it secured Sports Illustrated publishing rights in March 2024.

## Latest updates

- **2026-08** — Minute Media rebranded as Minute and introduced the unified Minute Platform name on August 31.
- **2026-05** — Minute Media announced workforce reductions of about 12% and termination of its VideoVerse agreement.
- **2025-05** — In a Growth+ conversation with Caroline Meidan, Peled discussed founder partnerships, early sales and his return to Israel.

## Links

- LinkedIn: https://www.linkedin.com/in/asafpeled-mm/

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Profile page: https://yespress.io/asaf-peled
Published by YesPress — https://yespress.io
Last updated: 2026-10-23