Major League Baseball executives are in negotiations that could result in new broadcast packages and relationships with Netflix, ESPN, NBC and Apple, according to officials briefed on the discussions.
NBC/Peacock and Apple TV+ are considered the top contenders for “Sunday Night Baseball” and first-round playoff games, while ESPN could add weekday games and a bigger daily digital presence, the officials said. Netflix has emerged as the potential Home Run Derby destination.
No deals have been finalized, and talks are active, creating an opportunity for other platforms to jump in. All the contracts are expected to be for three seasons.
MLB declined to comment.
The main rights in play are the ones ESPN opted out of in February, including the Home Run Derby, “Sunday Night Baseball” and eight to 12 first-round playoff games per year. MLB had three seasons remaining on that deal with ESPN, which was paying, on average, $550 million per year. ESPN is now after a new set of rights.
MLB commissioner Rob Manfred mentioned having a deal done by the All-Star break. Now, he and the league’s top negotiators are trying to divvy up and create more inventory to reach the $570 million owed to MLB for the upcoming year. The value of these deals escalates over time, so the number MLB is trying to match is slightly higher than the annual average it was receiving from ESPN.
While Manfred called ESPN a “shrinking platform” immediately after the spring training divorce, it appears as if MLB may stay in business with the company.
A weekday package could keep ESPN in the baseball business, while the network is also interested in MLB.TV, the league’s crown jewel that offers out-of-market games for all its teams. ESPN chairman Jimmy Pitaro has repeatedly stated his interest in local games as the network launches its new direct-to-consumer product next week.
Netflix has emerged as a strong contender for the Home Run Derby, which Bloomberg recently reported. Netflix is into eventizing, and the Derby may fit its strategy. It could also add World Baseball Classic rights in Japan, which Puck first reported.
Meanwhile, Apple and NBC/Peacock appear to be the final contenders for the “Sunday Night Baseball” package and, presumably, playoff games. Apple already pays $85 million annually for exclusive Friday doubleheaders. It is possible MLB could split Sunday night and the playoffs. MLB also has a national Sunday late-morning package with Roku worth $10 million per season.
The terms of the deals are expected to be for three years, as MLB’s goal is to have all its rights, including the World Series and the playoffs, open for bidding in the 2029 season. After 2028, Fox and TNT Sports’ deals with the league will conclude.
With the World Series available, MLB hopes to reset its national market with its deals.
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