SBD/Issue 98/Sports Media

Two-Sport Athlete: MLBAM, NHL Partner On Online Video Package

MLBAM-NHL Package To Be
Sold For $139.95
MLBAM and the NHL next week "plan to begin co-selling an unprecedented online video package in which the out-of-market game subscriptions for both leagues will be marketed in a joint offering," according to Fisher & Mickle of SPORTSBUSINESS JOURNAL. The MLBAM-NHL deal marks a "rare level of cooperation between sports entities with limited common ownership." The leagues' digital arms will sell the package for $139.95, "less than the cost of purchasing current packages for each sport individually" -- $109.95 for the peak price of MLB.TV and $79.95 for a half-season of NHL GameCenter Live. The pairing "aims to let each seasonal business extend its product and sales cycle as well as buttress subscription-based products during a time of deep retraction for all online advertising-based ventures." MLBAM and the NHL both "hope to glean additional research into the consumption habits of hockey and baseball fans." MLBAM President & CEO Bob Bowman: "We see a lot of cross-currents here"  (SPORTSBUSINESS JOURNAL, 2/9 issue). Meanwhile, MLBAM has agreed to a separate deal with ESPN in which MLB.TV will be sold alongside ESPN's "Insider" subscription at an annual fee of $129.95. ESPN and MLB.com will cross-promote the new package across their digital media properties (THE DAILY). MLB.com indicated that 500,000 viewers last season paid $120 to subscribe to MLB.TV, while another 350,000 paid $15 for online radio broadcasts (N.Y. TIMES, 2/9).

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