MLB commissioner says in-house production capacity will shape league's post-2028 media strategy
MLB commissioner Rob Manfred told Sports Business Journal that MLB Network's production capabilities — not just its cable channel — will be central to how the league structures its next round of media rights deals, which begin after the 2028 season. Manfred credited those in-house production capabilities with helping the league absorb local broadcasts abandoned during the Diamond Sports Group bankruptcy, and said he expects all 30 teams' local rights to be under MLB control by 2028. Rather than selling local rights as a separate package, Manfred indicated the more likely outcome is a bundled local-and-national offering sold to a streamer or tech company. This season, MLB Network's production unit worked across multiple platforms, co-producing content for Apple TV, Netflix, Peacock, and MLB.TV, as well as handling international feeds including the All-Star Game and the upcoming World Series.
Why it matters
For brands: Companies interested in sports media partnerships should note that MLB's in-house production arm is being positioned as an active co-producer, not just a rights seller.
For media: MLB's push to bundle local and national rights into a single package sold to a streamer or tech company could significantly reshape how and where fans watch games after 2028.
For athletes: How local and national rights are packaged will affect the visibility and reach of games that professional baseball players appear in.
Read the full story at Awful Announcing
Sources
- Awful Announcing · Sam Neumann: Rob Manfred says MLB Network’s production arm will play ‘major role’ in league’s post-2028 media plans