MLB’s TV Rights Holders Speak Out For World Baseball Tourney

Shapiro Says ESPN Interested In Rights To Baseball Tournament

With MLB scheduled to announce details of the ‘06 World Baseball Classic next Monday in Detroit, SI’s Richard Deitsch spoke with ESPN Exec VP/Programming & Production Mark Shapiro and Fox Sports President Ed Goren about their networks’ interest in televising the inaugural event. Goren said that because of the number of games, the event “will initially air on cable.” But Goren added, “It could be a nice little launching pad [for the MLB season] because it is played in March. I think it’s an interesting concept that should grow over the years. If you gave it time, five or six or seven years from now, this could be a nice addition to the sports landscape and a big event.” Shapiro: “We’re interested and we’re waiting for a proposal from [MLB].” Deutsch Inc. Senior VP Larry Novenstern, on whether the event can be sold to advertisers: “I think on the surface this has something to it as long as the U.S. stays in it. ... My biggest concern would be the U.S. team bowing out sooner than expected. But I need to bring my clients new things that have potential and this certainly sounds like it does” (SI.com, 7/1).

PAY FOR PLAY: BUSINESSWEEK’s Harry Maurer notes MLB is “confident the revenue from broadcast rights, sponsorship, and merchandise will more than cover the Classic’s costs.” Sports Business Group President David Carter “expects sponsor interest to be robust.” Carter: “Marketers who are working with MLB will want to sign on for consistency of message. If you’re Pepsi, you don’t want Coke coming in and doing this.” But Pilson Communications President Neal Pilson said that the rights fee for the first tournament “will be modest.” Pilson: “The real question in my mind is whether the superstars will show up — the Barry Bondses, the Derek Jeters.” MLBPA COO Gene Orza said that “some players hate the plan because it will disrupt their spring training routine and that some will probably opt out.” But Orza added, “The overwhelming majority support the idea. The American team is going to be awesome” (BUSINESSWEEK, 7/11 issue).