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MiLB, ISM Connect Strike Deal To Bring Digital Screens To Ballparks

MiLB and ISM Connect are targeting at least 50 team installations in the multiyear pactMILB

ISM Connect in a new deal with MiLB will "spend a minimum" of $15M, and "likely much more, to install a digital network of high-definition video display screens with interactive games and experiences, social media integrations, digital marketing and other content" in minor league ballparks around the country, according to Eric Fisher of SPORTS BUSINESS JOURNAL. MiLB believes the deal "will open up a new realm of corporate marketing within the affiliated minors and create a potentially lucrative revenue source for clubs." MiLB and ISM Connect are "targeting at least 50 team installations in the multiyear pact, with 40 of those projected to be ready for the start" of the '19 season. Financial terms "were not disclosed." But ISM Connect "will bear the front-end capital expense of installing the screens and related technology, estimated at $300,000 to $500,000 per club, with each ballpark getting about a dozen screens." The company, MiLB, and the yet-to-be-announced participating teams "will each sell against the digital network and share in the generated revenue, with clubs retaining half of the sales revenue attributed to them." MiLB later this month is "expected to announce a major U.S. brand as the naming-rights partner for the newly created digital network." That brand "will have category exclusivity, though with some limited grandfathered exceptions" (SPORTS BUSINESS JOURNAL, 7/9 issue).

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