YouTube Expands MLB Partnership with Live-Game Streaming

YouTube April 30 disclosed it has expanded its relationship with Major League Baseball that includes the right to live-stream 13 games for free during the second-half of 2019 season in the United States, Canada and Puerto Rico.

The deal mirrors last year’s deals between MLB, Amazon and Twitter that brought the national pastime to social media and beyond the league’s MLB.tv subscription streaming service.

Google-owned YouTube’s first-ever streaming deal with MLB follows previous deals that included Google Assistant serving as the presenting sponsor of the 2018 American and National League Championship Series.

That promotion marked Google’s first-ever presenting partnership around a U.S. professional sports league’s postseason event for its voice-activated technology.

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Previously, online TV subscription service YouTube TV served as the presenting sponsor of the 2017 and 2018 World Series.

YouTube TV also partnered with MLB on a season-long sponsorship — “First Pitch” – that showcased the YouTube TV brand during the first pitches of games on MLB Network and MLB.tv, and on MLB.com and MLB social channels.

In 2017, MLB’s engagement and content strategy on YouTube generated over 1 billion views.

“From live programming morphing into a YouTube TV spot, to prominent in-stadium placements, our innovative partnership [with MLB] allowed us to build awareness for YouTube TV,” Angela Courtin, global head of YouTube TV & originals marketing, said in a statement last year.

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