Last month, there were reports that Apple was looking to expand its MLB ambitions by adding Sunday Night Baseball to its lineup. Now, the move could soon be official as the iPhone maker has submitted its bid to the MLB.
In a conversation with MLB Commissioner Rob Manfred, CNBC’s Alex Sherman reported that NBC, Apple, and ESPN are the three bidders for the league’s Sunday Night Baseball package. ESPN surprisingly opted out of the running earlier this year, leading to speculation that Apple was a leading candidate to acquire some of the rights.
The report mentioned that NBC was also bidding for the entire slate of ESPN MLB rights, with many expecting them to secure the deal. However, Apple’s offer proved more appealing, presenting MLB with a choice between a legacy media company with broad reach and a digital platform willing to offer more money.
Apple won the rights to Friday Night Baseball because the MLB wanted to reach a wider audience, both domestically and internationally. Apple TV+ as an internet-based streaming platform has a broader reach than traditional US broadcasters like NBC and ESPN, allowing the games to be viewed by baseball fans around the world.
Three years ago, MLB Chief Revenue Officer Noah Garden mentioned that Apple provided a way to reach a larger domestic audience of “cord-cutters and cord-nevers,” addressing the decline in viewership in recent years.
While Apple pays $85 million annually for its Friday Night Baseball deal, the Sunday Night Baseball package could be significantly more expensive. ESPN backed out of the bidding due to the disproportionate prices compared to Apple’s deal and that of other streaming platforms.
Sunday Night Baseball has been a staple of MLB broadcasting for 35 years, making it a valuable and expensive package. The MLB may choose to divide the rights or negotiate separate deals with multiple bidders to maximize revenue.
ESPN and MLB had a complicated relationship, with the MLB Commissioner expressing dissatisfaction with the sports network’s value. However, there is potential for a new partnership if both parties can reach a mutually beneficial agreement.
The MLB may consider divvying up the rights, potentially offering exclusive local rights to certain teams to different bidders. This strategy could increase revenue for the MLB and create opportunities for multiple broadcasters to participate in the coverage.
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