YouTube TV Signs With MLB As Premier Presenting Sponsor For 2017 World Series
Tuesday, October 3, 2017 at 03:11PM in MLB, MLB, World Series, YouTube, sports marketing

By Barry Janoff

October 3, 2017: MLB, long-steeped in structure and tradition, has again broken new ground, signing a deal with YouTube to have its YouTube TV cable-free, live TV service become the first presenting sponsor in the history of the World Series.

The deal with YouTube follows MLB pacts naming Camping World as the first presenting sponsor in the history of the American League and National League Championship Series, T-Mobile as presenting sponsor for the National League Division Series and Doosan as the presenting sponsor for the American League Division Series.

Financial terms of the alliance with YouTube were not released.

The ALDS and NLDS are scheduled to begin Oct. 5-6.

The ALCS and NLCS are scheduled to begin Oct. 13-14.

The World Series is scheduled to being Oct. 24 on Fox.

"We are proud to team with YouTube on its first major partnership to help raise national awareness for YouTube TV," Noah Garden, evp-business for MLB, said in unveiling the deal. "YouTube TV is an exciting new offering for fans providing them with increased flexibility to enjoy Fox’s broadcast of the Fall Classic on any device."

MLB said that its "engagement and content strategy on YouTube has generated over 1 billion views."

YouTube is a division of Google.

To support its role as presenting sponsor of the 2017 World Series, YouTube TV said it wouldl have a variety of assets on Fox, including national TV spots, on-air call-outs on Fox during each game, branding across MLB’s digital properties and official social media accounts, in-stadium promotion and promotions that "are expected to incorporate MLB players competing in the post-season," according to MLB.

Among other efforts, MLB and YouTube said they would "take fans behind the scenes of the World Series (by generating) original, World Series-themed content featuring special access at the participating ball parks, engagement with MLB players and personalities and sights and sounds of all aspects of the Fall Classic.

A joint YouTube TV-MLB sweepstakes will offer a an in-person VIP experience of the World Series, including behind-the-scenes access and an "opportunity to be highlighted during the Fox national broadcast."

(Complete details and official rules will be shared on YouTube’s and MLB’s social platforms.)

According to Kelly Merryman, managing director, content partnerships Americas for YouTube, "We built a cable-free service that makes it easier than ever for fans to get access to their favorite live TV programming — including amazing live sporting events like the World Series on Fox.

"When we were thinking about partnerships to showcase the power of YouTube TV, Major League Baseball and the World Series was the perfect fit. It’s a great next step in our long-term relationship with the league," said Merryman.

YouTube TV launched in April 2017, with the service currently available in 49 TV markets (DMAs), representing two-thirds of the country.

YouTube TV incorporates nearly 50 networks, including live local feeds from ABC, CBS, FOX and NBC (in most markets); such cable networks as ESPN, AMC and FX; and local sports networks from NBC Sports in 13 markets, Fox Sports in 22 markets, and NESN in Boston.

Camping World Pitches Marketing Tent With MLB

MLB Pact Names Doosan Presenting Playoff Sponsor

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