The media landscape surrounding Major League Baseball (MLB) is fraught with uncertainty. Regional sports networks are becoming increasingly inaccessible as they are pushed into higher-priced tiers by cable and satellite providers or are not carried at all. Additionally, ESPN has recently opted out of its national media rights agreement with MLB, signaling significant changes in how baseball fans consume the sport over the next few years. This uncertainty, however, presents an opportunity for the league to simplify the viewing experience and reach more fans, ultimately growing baseball’s audience.
MLB Commissioner Rob Manfred, perhaps with a degree of optimism, has outlined the league’s future media plans. Appearing on MLB Tonight on Wednesday, he stated, “We have probably three priorities. Number one, we want our reach to be better. As the cable bundle and the RSNs decline, we have a lot of people that don’t have access to baseball and we need to improve that. We need more broadcast television where people can get at games, and we’d like to be on broadcast TV more than once a week.”
“Secondly, we need to make the fan experience easier. I’d love to get to a situation where we have a digital product available, allowing fans to purchase whatever game they want without market blackouts. If the game isn’t available through that digital product, it will typically only be found in one or two other places, likely a broadcast location, making it simpler for fans.”
“Number three, you know, it’s obviously revenue. I mean, it’s the lifeblood of the game, and we need to capitalize on the momentum and ensure we continue to grow our revenue.”
If Manfred’s vision materializes, two likely candidates for the package of ESPN games going to market next season are Fox, which has shown interest in expanding its relationship with MLB, and NBC, which could create effective brand synergy by incorporating a Sunday Night Baseball package into its Sunday Night franchise that includes both the NFL and NBA starting next year. It’s clear why Manfred seeks greater broadcast presence; these channels are far more accessible than ESPN, which is behind a paywall. The industry has been shifting in this direction, with the NBA expected to have significantly more broadcast windows next year due to a new NBC deal, while college football has expanded its broadcast presence and the NFL has dominated broadcast for years.
Whether MLB can secure a satisfactory deal that enhances broadcast exposure while ensuring adequate revenue remains uncertain. Historically, leagues like MLB have traded reach for revenue by partnering with cable channels that provide lucrative carriage dollars. Now, by potentially limiting bidders to those with broadcast channels for a portion of available inventory, the market may not be as buoyant as the league hopes. Nevertheless, if MLB can strike a good deal, it will be a win for fans looking for easier access to baseball—a primary goal for Commissioner Manfred, even if it means sacrificing some revenue along the way.
