What Happened
The Major League Baseball (MLB) is embracing emerging media platforms to amplify the reach of its content. The league announced Friday that as part of a multi-year content deal with popular messaging app Snapchat, it will host a “Snapchat Day” later this month for its Spring Training games around the country, giving fans behind-the-scenes looks. Similarly, some teams, including the San Francisco Giants, Detroit Tigers, and Los Angeles Dodgers, are also experimenting with daily live broadcasts on Facebook to engage fans and drum up excitement using the Live Video feature Facebook just released for all users at the end of January.
What Brands Need To Do
The MLB is a leading force in bringing content into new media platforms to make it more accessible. Its internet and interactive branch, MLB Advanced Media, provides the backend infrastructure for a variety of OTT streaming services, including HBO Now, the WWE, WatchESPN, CBS Sportsline, and, of course, its own streaming service MLB.TV. Now, the league is encouraging its players to embrace Snapchat and livestreaming as a way to bring fans closer to the game, something that most brands can learn a thing or two from.
