Major League Baseball is on the verge of a new era in its media strategy, with NBCUniversal and Netflix reportedly close to landmark agreements that would reshape how fans consume America’s pastime.
NBCUniversal: $600M, Three-Year Agreement
According to reports, NBCUniversal is finalizing a three-year deal valued at around $600 million to broadcast MLB games across both the NBC network and its streaming platform Peacock. If completed, this would return MLB to NBC for the first time since the late 1990s, while further strengthening Peacock’s position in the live sports streaming market.
Netflix: A Swing at the Home Run Derby
In a parallel negotiation, Netflix is said to be nearing an agreement worth more than $35 million annually to stream the Home Run Derby. The deal would run through 2028, representing one of Netflix’s most significant moves into live sports to date. For MLB, it is another step toward positioning its marquee events in front of new, global audiences.
ESPN: Still in the Game
Meanwhile, ESPN is negotiating for a different slice of the pie. Reports suggest ESPN is seeking a deal focused on local games, with plans to integrate MLB.TV into its upcoming direct-to-consumer streaming service. Discussions may also include select in-market and national broadcasts, ensuring ESPN remains an active player even after walking away from its previous $550M-per-year rights package.
Financial Upside for MLB
While none of the deals have been finalized, insiders suggest MLB’s new media strategy will generate higher revenues than its previous agreements, particularly by diversifying its partners across linear television and digital streaming platforms.
Strategic Insight: What This Means for Sports Media
At 365247 Consultancy, we view MLB’s ongoing negotiations as part of a broad restructuring of sports media rights. The league is clearly moving toward a multi-platform approach that balances legacy broadcasters with global streaming giants.
Key takeaways:
- Diversification of partners: By splitting rights between NBCUniversal, Netflix, and ESPN, MLB spreads risk while maximizing reach.
- Streaming-first evolution: Peacock and Netflix’s involvement show the central role of streaming in attracting younger, digital-native fans.
- Event-driven content value: The Home Run Derby is a test case — how much are global streamers willing to pay for singular, high-impact events?
- Bundling opportunities: ESPN’s pursuit of MLB.TV integration demonstrates how leagues can leverage their direct-to-consumer products into larger rights deals.
Partner With Us
Want to feature your brand, business, or service on 365247 — Whether you’re looking to sponsor, collaborate, or build presence within our ecosystem, we’d love to explore it with you.
Submit your interest here
IMAGE: AP
