Major League Baseball (MLB) is charting a new course for its media rights, with plans to offer national streaming packages to major tech companies starting in 2028. This strategic move comes as the league navigates a turbulent media landscape marked by cord-cutting, the bankruptcy of a key broadcasting partner, and buyouts at its own television network.
National Streaming Packages
MLB Commissioner Rob Manfred confirmed the league’s intention to create national streaming packages for its games when its current deals with ESPN, Fox, and Turner expire in 2028. This ambitious plan aims to provide fans with blackout-free access to games across the country, while also attracting lucrative bids from streaming giants like Apple, Amazon, and Netflix according to a report from The Athletic.
Consolidating Local Rights
To achieve this goal, MLB is actively working to secure the local media rights of its teams. The league will take over broadcasting for seven teams in 2025 and is negotiating with others to ensure their rights are available for the 2028 national packages. This strategy aligns with the NBA’s recent approach, which successfully split its media rights into various packages for different broadcasters and streaming platforms.
Challenges and Opportunities
Implementing this plan presents significant challenges for MLB. Gaining control of local media rights requires agreement from team owners and the players’ union, particularly regarding revenue sharing. The league must also navigate the complexities of producing and distributing games on a national scale.
However, the potential rewards are substantial. National streaming packages could generate significant revenue for MLB and provide fans with unprecedented access to games without blackouts. The league’s 162-game season offers a vast amount of content, making it an attractive proposition for streaming companies seeking to expand their sports offerings.
Industry Turmoil
MLB’s plans come at a time of upheaval in the sports media industry. Cord-cutting continues to impact traditional broadcasters, with many teams experiencing reductions in local media rights fees. MLB Network, the league’s own television channel, recently announced employee buyouts to address financial challenges.
Looking Ahead
The next few years will be crucial for MLB as it navigates these challenges and negotiates with teams, players, and potential streaming partners. The success of its national streaming strategy could significantly impact the future of baseball broadcasting and fan access to games.