In a move that signals the further integration of sports and athletes across the broader entertainment spectrum, management firm Milk & Honey Music + Sports + Ventures is expanding into its next field of opportunity—baseball.

Milk & Honey Baseball will be run by industry veteran Kyle Thousand, who previously served as Roc Nation Sports’ first-ever managing director of baseball. It debuts two years after the company entered the sports arena with a football agency that now counts 18 NFL athletes including Courtland Sutton (Denver Broncos), Damien Wilson (Carolina Panthers) and Damiere Byrd (Atlanta Falcons).

Thousand will work alongside existing Milk & Honey Sports partners Jake Presser, Rawleigh Williams, Dave Frank and Alex Harrow. The baseball division is based in Nashville and launches in partnership with Big Plan Holdings, a diversified family holding company with investments in cannabis, real estate, entertainment and hospitality.

The article continues on Forbes here.