ESPN will stream Major League Baseball games live online and push baseball content to the iTunes and iPod platforms as part of a new digital content deal that will significantly strengthens both partners’ brand presence in cyberspace.
The renewed digital rights deal with Major League Baseball Advanced Media runs through 2013 and gives ESPN an expanded opportunity to stream live games on ESPN360.com, its subscription broadband service. It also enables MLB content to be carried on ESPN’s mobile platforms, including ESPN Mobile TV and ESPN MVP.
MLB games streamed on www.ESPN360.com and ESPN Mobile TV will be simulcasts of the games ESPN carries on its national cablecasts on Sunday, Monday and Wednesday nights.
ESPN will also be able to port MLB content to download services such as Apple’s iTunes store and console game systems such as Microsoft Xbox Live
“It comprises a lot of rights reallocation,” said MLBAM spokesman Matt Gould.
The deal represents a significant extension of ESPN’s MLB digital license. “That was our goal,” said Marie Donahue, ESPN senior vice president of business development and business affairs. “When we did the deal a few years ago, we didn’t have as many platforms for reaching our fans.”
The deal also covers any new digital platforms ESPN may create or new relationships it may develop through the term of agreement, and Donahue said ESPN expects to add more digital platforms during the course of the deal.
The rights for live game streaming online will very likely boost both ESPN’s web audience, Donahue said, along with its online advertising revenue.
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