Baseball
MLB embraces content creators in Jomboy move
MLB has teamed up with, and acquired a stake in, digital sports media brand Jomboy Media as it looks to tap new audiences that traditionally engage with content creators.
Mets hires USTA’s Sherr to lead business operations
Major League Baseball's New York Mets has looked outside of the sport but stayed within the state for its new president of business operations, hiring Lew Sherr from the United States Tennis Association
MLB opens up whiskey category via Traveller
Major League Baseball has followed in the footsteps of its rival North American leagues by securing its first-ever sponsor in the whiskey category
LG’s ANC tie-up leads to enhanced Red Sox deal
Electronics brand LG has announced an expansion to its agreement with the Boston Red Sox in a deal brokered by venue technology agency ANC.
NFL, MLB seek influencer marketing hires
The National Football League and Major League Baseball are making moves into the influencer marketing space, with both properties looking to fill key executive positions
Konami makes MLB mobile game play
Video game publisher Konami Digital Entertainment has signed a major sponsorship deal with Major League Baseball to promote its new game title 'eBaseball: MLB Pro Sport'
Bet365 signs with Cardinals amid US push
Bet365 has agreed a sponsorship deal with the St. Louis Cardinals ahead of the impending commencement of legal operations for sportsbooks in Missouri.
Nintendo upgrades to Mariners patch sponsor
The Seattle Mariners has become the latest Major League Baseball team to sign a jersey patch sponsorship, elevating its longstanding relationship with Nintendo of America.
Sixth Street deal to fund Giants ballpark makeover
US investment fund Sixth Street has bought around a 10-per-cent stake in Major League Baseball's San Francisco Giants
Athletics to promote Vegas ahead of relocation
Major League Baseball (MLB) team the Athletics will promote the Las Vegas Convention and Visitors Authority (LVCVA) ahead of relocating to the city in 2028.
Nationals begin stadium, jersey sponsors search
Washington Nationals' latest major commercial move has seen the franchise set out its objective of signing jersey patch and stadium naming rights sponsors for the first time.
Nationals to sell own local media rights from 2026
Major League Baseball's Washington Nationals and Baltimore Orioles announced today (Monday) they have resolved a decades-long local media rights dispute involving Mid-Atlantic Sports Network (MASN)
ESPN, MLB to ‘mutually’ terminate deal
ESPN and Major League Baseball have called an early end to their domestic media rights agreement, which was due to expire in 2028.
Amazon banks on Ohtani effect with MLB Japan deal
Japan's importance to Major League Baseball's international business has been highlighted by the addition of Amazon Prime Video to an already-long list of rights-holders in the country.
MLB gains Sportradar stake in new deal to 2032
Major League Baseball has taken an equity stake in Sportradar as part of their new eight-year agreement, which has finally been signed off, more than a year after the two parties entered early renewal discussions.
MLB, Dodgers leverage ‘Ohtani effect’ with Oi Ocha deal
Major League Baseball has leveraged the popularity of the Los Angeles Dodgers' star Japanese pitcher Shohei Ohtani to strike a sponsorship deal with Japanese firm Ito En and its unsweetened green tea brand ‘Oi Ocha’.
Daikin puts name on Houston Astros stadium
The Houston Astros Major League Baseball club has reached a 15-year stadium naming-rights deal with Daikin Comfort Technologies North America to rename the home of the Astros as Daikin Park.
Fuji TV punished for MLB World Series scheduling
Japan's Nippon Professional Baseball (NPB) has taken action against one of the country's leading broadcasters, Fuji TV, for showing games from Major League Baseball's World Series in a competing time slot