×
You will be redirected back to your article in seconds

YouTube TV Renews MLB Marketing Pact, Will Sponsor 2018 and 2019 World Series

YouTube TV adds MLB Network to channel lineup under expanded deal

YouTube is back in Major League Baseball’s clubhouse with an expanded marketing deal that makes YouTube TV the presenting sponsor of the World Series for 2018 and 2019.

In addition, YouTube TV — Google’s internet pay-TV service — is adding MLB Network to its channel lineup starting Thursday. Down the road, YouTube TV members also will have the option to subscribe to the league’s out-of-market live-streaming service, MLB.tv.

Last year, YouTube TV served as the first-ever presenting sponsor of the 2017 World Series with national spots and on-air callouts on Fox during each game. Fox has the broadcast rights for the World Series through 2021.

As part of the renewed partnership, YouTube TV will partner with MLB on a new season-long “First Pitch” sponsorship. That will feature YouTube TV branding during the first pitches of games on MLB Network and MLB.tv, with additional promos on MLB.com and MLB’s social channels.

YouTube TV plans to again incorporate MLB players as part of its marketing efforts, slated to include national TV ads, branding across MLB’s digital properties, and in-stadium promotion. During the 2017 World Series, YouTube created television ads that incorporated live footage as well as six-second spots with MLB stars on YouTube and TV.

“YouTube brought tremendous creativity, marketing energy and innovation to the most exciting part of our year, the postseason and World Series,” said Noah Garden, MLB’s executive VP of commerce. He cited in particular YouTube’s “engagement with our young fans” — a key piece of the league’s efforts to cultivate the next generation of baseball fans.

For YouTube TV, the World Series pact has been its highest-profile marketing initiative to date. YouTube TV launched in April 2017, initially in just five markets, and has since expanded to become available in the top 100 U.S. markets, covering over 85% of U.S. households.

YouTube TV initially cost $35 per month, but as of March 13 the monthly subscription price will go up to $40 for new customers. The over-the-top TV service offers more than 50 channels, including the recently added suite of networks from Turner, including TBS — which, notably, has postseason MLB broadcast rights.

According to YouTube, MLB content on the video service generated more than 1 billion views in 2017.

Pictured above: Game 5 of the 2017 World Series between the Houston Astros and Los Angeles Dodgers.

More TV

  • Donald Trump

    HBO Fires Back at Trump's 'Game of Thrones'-Inspired 'No Collusion' Tweet

    HBO is firing back at President Donald Trump after he sent another “Game of Thrones”-inspired tweet in response to the release of a redacted version of special counsel Robert Mueller’s report on the Russia investigation. “Though we can understand the enthusiasm for ‘Game of Thrones’ now that the final season has arrived, we still prefer [...]

  • Joel Edgerton Headshot

    Joel Edgerton Joins Barry Jenkins' 'Underground Railroad' Amazon Series (EXCLUSIVE)

    Joel Edgerton has signed on for a role in the Barry Jenkins’ Amazon series “The Underground Railroad,” Variety has learned exclusively. Edgerton will play the part of Ridgeway, a slavecatcher. He joins previously announced cast members Thuso Mbedu, Chase W. Dillon, and Aaron Pierre. The role will mark Edgerton’s first regular TV role in some time. [...]

  • LAST MAN STANDING: 150'th Episode: L-R:

    'Last Man Standing' Renewed at Fox

    “Last Man Standing” has been renewed at Fox, Variety has learned. This is the second season of the family multicamera comedy that will air on Fox, but the eighth season overall. (Its first six years were on ABC before the Alphabet canceled the series. Fox picked it up a year later.) “‘Last Man Standing’ roared [...]

  • Lauren Corrao

    Freeform Taps Lauren Corrao to Replace Karey Burke as Original Programming Head

    Lauren Corrao has been named executive vice president of original programming and development for Freeform. Corrao takes over the role from Karey Burke, who was named the head of ABC Entertainment in November following the departure of Channing Dungey. Corrao will report directly to Freeform president Tom Ascheim. In her new position, Corrao will oversee [...]

  • Allison Mack Sex Cult

    HBO in Production on NXIVM Sex Cult Documentary Series

    HBO Documentary Films is currently in production on a documentary series exploring the NXIVM sex cult case, which implicated former “Smallville” actress Allison Mack among others. The series, which is to be directed by “The Square” and “Control Room” helmers Jehane Noujaim and Karim Amer, will follow a range of people who joined the NXIVM [...]

  • Barry Killing Eve Pose

    'Barry,' 'Killing Eve,' 'Pose' Among 2019 Peabody Winners (EXCLUSIVE)

    “The Americans,” “Barry,” “The End of the F***ing World,” “The Good Place,” “Hannah Gadsby: Nanette,” “Killing Eve,” “Patriot Act with Hasan Minhaj,” “Pose” and “Random Acts of Flyness” have been named the entertainment winners at this year’s Peabody Awards, Variety has learned exclusively. Additionally, “Sesame Street” has been named the winner of the Institutional Award [...]

  • Les Miserables BBC

    BBC's 'Les Miserables' Recreates the Dark World of Victor Hugo's Novel

    Director Tom Shankland didn’t want his “Les Miserables” to be anything like the stage-musical version of Victor Hugo’s sweeping historical novel, nor like the 2012 Tom Hooper feature-film musical.  For the BBC limited series — a drama starring Olivia Colman, Lily Collins, David Oyelowo and Dominic West, which aired the first of its six episodes in [...]

More From Our Brands

Access exclusive content