YouTube makes major sponsorship commitment with World Series deal

Major League Baseball has entered into a wide-ranging partnership with YouTube, through which the video-sharing platform’s YouTube TV service will be the presenting sponsor of this year’s World Series.
YouTube TV will benefit from a range of national television spots and on-air call-outs during the Fox network’s broadcast of the World Series. The service will also receive branding across MLB’s digital and social media channels, as well as in-stadium advertising.
As part of the agreement, YouTube’s first major advertising deal for YouTube TV, the company is expected to incorporate MLB players competing in the postseason in its promotional campaigns.
MLB players and YouTube content creators will be called upon to provide a behind-the-scenes look at the World Series, with original content to be created.
In addition, YouTube TV and MLB will give fans the chance to experience the World Series in person through a VIP package including behind-the-scenes access.
Kelly Merryman, YouTube’s managing director of content partnerships in the Americas, said: “We built a cable-free service that makes it easier than ever for fans to get access to their favourite live TV programming – including amazing live sporting events like the World Series on Fox.
“When we were thinking about partnerships to showcase the power of YouTube TV, Major League Baseball and the World Series was the perfect fit. It's a great next step in our long-term relationship with the league.”
The YouTube TV deal comes after MLB last month signed partnerships with outdoor camping products retail store chain Camping World and Korean conglomerate Doosan. The two companies will serve as the first presenting sponsors of the League Championship Series and the American League Divisional Series, respectively.
YouTube TV launched in the US in April and provides access to more than 50 channels including Fox, ABC, CBS, NBC, ESPN, Fox Sports Networks and Comcast SportsNet. As well as MLB, the service showcases properties such as the NBA basketball league, the NFL American football league and National Collegiate Athletic Association competitions.
YouTube TV is currently operating in 49 markets representing two thirds of the US, and is available for $35 (€30) a month.