MLB and ESPN have reached a framework agreement granting ESPN exclusive rights to sell all out-of-market regular-season MLB games digitally and in-market games for five clubs over the next three years, starting next season. ESPN will continue broadcasting about 30 regular-season games, with “Sunday Night Baseball” moving to a different weeknight and potentially landing on platforms like NBC or Apple TV. As part of this deal, ESPN will integrate MLB.TV into its direct-to-consumer (DTC) offering, which launched recently and is expected to add around 2 million new subscribers by the end of 2025. Analysts praise ESPN’s hybrid approach, combining pay TV and streaming, for its potential to enhance viewer engagement and personalized advertising without significant additional costs.
In other sports business news, Indiana University announced a 20-year, $50 million sponsorship deal with Merchants Bank, including renaming its Memorial Stadium playing surface and providing financial literacy training for athletes. The University of South Carolina is set to switch its athletic apparel partnership from Under Armour to Nike starting in the 2026-27 season. Notre Dame unveiled a new football-specific “Leprechaun” logo as part of a series representing each sport. Additionally, the Association of Pickleball Players secured Selkirk as the title sponsor for its collegiate series, and various media and sports entities are expanding digital offerings and partnerships, reflecting ongoing shifts in sports media consumption and branding.
