ESPN and Major League Baseball seemed on a collision course toward an acrimonious split when the network opted out of its rights deal in February. Fast forward nine months, and the restructuring that followed might be the best twist in the story for both parties.
The newly minted agreement features ESPN retaining out-of-market streaming rights, while NBC and Netflix step in to air games in a groundbreaking three-year media rights partnership unveiled by MLB on Wednesday.
“It’s crucial for us to maintain a relationship with ESPN. They’ve been foundational to our broadcast program for many years,” said baseball Commissioner Rob Manfred.
Under this arrangement, NBC/Peacock will host the iconic “Sunday Night Baseball” and the Wild Card Series, while Netflix will showcase the Home Run Derby alongside two additional games. These agreements collectively represent nearly $800 million per year, with ESPN contributing $550 million, NBC investing $200 million, and Netflix a smaller $50 million.
How ESPN Benefits
For ESPN, which has carried baseball since 1990, the new deal comes with trade-offs. While it loses access to postseason games and the much-followed Home Run Derby, it gains something arguably more beneficial: being the rights holder for MLB.TV, now accessible on the ESPN app. This shift amplifies Disney’s focus on streaming services, aligning ESPN with modern viewing habits.
ESPN also secures in-market streaming rights for six teams, notably the San Diego Padres, Colorado Rockies, Arizona Diamondbacks, Cleveland Guardians, Minnesota Twins, and Seattle Mariners. Although the network relinquishes “Sunday Night Baseball,” it will now have exclusive rights to 30 games primarily scheduled on weeknights during the summer.
“We’re thrilled to reintroduce a midweek package,” Manfred noted. “This evolution of our relationship signifies growth and aligns with ESPN’s shift toward streaming,” highlighting that they’re not the only league to make such changes; the NHL moved its package to ESPN back in 2021.
Welcome Back, NBC
In a noteworthy return, NBC—celebrating its centennial next year—has a storied history with baseball, broadcasting games from 1939 until 1989. Their absence from live baseball has been palpable, having aired only sporadic postseason games since. Now, NBC will return to front and center, kicking off its schedule with the defending champion Los Angeles Dodgers facing off against the Arizona Diamondbacks on March 26.
The network is set to air 25 Sunday night games, primarily on NBC itself and supplemented by the new NBC Sports Network, with all content streaming on Peacock. The initial “Sunday Night Baseball” games will debut on April 12, with another slated for May, post-NBA playoffs.
This new deal allows NBC to offer a continuous slate of sports entertainment every Sunday night, already established through NFL broadcasts since 2006 and an anticipated NBA lineup set for February. A special prime-time game on Labor Day night adds to their burgeoning variety.
NBC and Peacock will also revive early Sunday afternoon games, adding a studio Whip-Around Show leading up to the prime time game, effectively creating a comprehensive baseball package.
Netflix and Baseball
Netflix is making strategic moves by securing baseball deals that mirror its approach to significant events in major sports. Following their recent Thanksgiving NFL doubleheader, the streaming giant is set to host the Home Run Derby, alongside other unique matchups.
Opening day will see Netflix broadcast the New York Yankees—featuring superstar Aaron Judge—against the San Francisco Giants on March 25. Other notable events include the Field of Dreams game in Dyersville, Iowa, where Minnesota takes on Philadelphia on August 13. Netflix’s engagement with MLB signifies an effort to “eventize” sports, appealing to both dedicated fans and casual viewers alike.
Don’t Forget the Others
The negotiation for these lucrative deals was intricate, especially given MLB’s responsibility to its other rights holders. With average annual incomes of $729 million from Fox and $470 million from Turner Sports set under agreements lasting until the 2028 season, careful consideration was necessary to preserve these relationships.
Fox has been a staple in weekend sports programming, while Apple TV has injected freshness into the landscape with its “Friday Night Baseball.” Looking ahead, these recent shifts not only address current broadcasting needs but also equip Rob Manfred for future negotiations, emphasizing a desire to streamline MLB’s media presence and lessen reliance on regional sports networks.
