Let’s Get Digital: MLB And MLBPA Ink Marketing Deal
MLBAM and the MLBPA have entered into a five-year, $50M-plus
deal that gives MLBAM exclusive rights to use and sublicense MLB player group
rights for online and wireless applications, including fantasy and
interactive games. MLB.com will also host the MLBPA’s official Web site, which
will be rebranded MLBPlayers.com, as well as the official Web pages of all MLBPA
players (THE DAILY). USA TODAY’s Michael Hiestand writes that under the
agreement, MLB “is expected to more heavily promote online fantasy games, possibly
creating games that incorporate MLB’s video footage of games” (USA TODAY, 1/19).
AND ACTION! USA TODAY’s Rod Beaton reports MLB “will
zigzag the country with open casting calls to find fans devoted and dynamic
enough to appear in six ‘I live for this’” TV ads. The casting calls begin Saturday
in Boston where Red Sox officials expect 4,000-5,000 fans or more, and continue
in St. Louis, Houston, N.Y., L.A. and Anaheim. Fans from all six cities will
appear in the ads (USA TODAY, 1/19).
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