Officials today formally announced the upcoming launch of The Whistle, the first cross-platform content provider focused exclusively on developing sports programming tailored to kids. The new venture, which is based in New York, is led by an experienced team of sports and entertainment industry veterans. At the helm of the venture are Founder and Chairman John West, a serial entrepreneur; Co-founder and Chief Marketing Officer Jeff Urban, the former SVP of sports marketing for Gatorade; and Co-founder and Chief Creative Officer Kit Laybourne, a former executive producer for Nickelodeon, MTV and Oxygen. The investor team includes Peyton Manning, Derek Jeter, Mia Hamm, Bob DuPuy, Geraldine Laybourne, Bob Pittman, and Mark Adam.