A seemingly obvious match between a sports league and a broadcast network could be drawing closer to reality.
NBC Sports has tendered an official bid for Major League Baseball rights, according to The Wall Street Journal, including Sunday night and postseason inventory. That report confirmed prior Front Office Sports reporting of ongoing talks between the Comcast-owned network and the league. The agreement, if completed, would see NBC Sports acquiring key pieces of rights being forfeited by ESPN after the 2025 season.
A deal would deepen the NBC Sports Sunday night presence. The network just completed its 14th consecutive season with Sunday Night Football as the top show in U.S. prime time, and is already eyeing a 15th such campaign. Newly acquired NBA rights beginning this fall will also include a significant Sunday night presence.
An addition of MLB rights would allow the concept to run across the entire calendar. Peacock, which has a fundamental presence in live sports and has risen to 41 million subscribers, would also be principally involved.
The fundamental issue, as it’s been since ESPN exercised an opt-out of the MLB deal’s final three years, is money. NBC Sports is believed to be offering less than the current $550 million annual fee ESPN pays. That’s due partially to NBC Sports passing on some additional elements that ESPN has had, such as radio and highlight rights.
Because of that, it remains possible MLB will break up the ESPN rights into multiple parts, though sources tell FOS the situation remains fluid.
Market Dynamics
Interest remains high in how the league solves this issue. Back in February, Braves chairman Terry McGuirk raised expectations by saying, “I think the market is going to be surprised at the enthusiasm and uptake on these sets of rights.”
More recently, McGuirk has been somewhat more tempered, saying in a team earnings call earlier this month, “I have confidence in the commissioner [Rob Manfred] and his ability to negotiate successful new media agreements in the coming years.” McGuirk also cited the player talent driving attendance and viewership increases across the league, which is also fueling “significant interest” in the media rights.
The ongoing situation is additionally a prelude to 2028, when each of the league’s current national-rights deals is due to expire. Manfred is looking to use that window to pursue a more nationalized media strategy.
In March, NBC Sports president of acquisitions and partnerships Jon Miller praised MLB’s trajectory, saying, “There’s so much great product out there with so many terrific athletes, so many compelling stories, great ownership, great markets, and so I’m excited for the future of baseball.”
Back in Bristol
As for ESPN, the Disney-owned network has not given up hope of striking a reworked deal with the league, though there are no active talks.
“We love the game of baseball, and we would like to figure something with them, ultimately,” said ESPN chairman Jimmy Pitaro last week as the network unveiled its forthcoming direct-to-consumer streaming service. “And yes, that includes local, in-market games.”
