MLB.com has evolved from being a cost center to a lucrative profit center. According to the Wall St. Journal, MLB.com is the only sports league with live streaming of all of its games and and has successfully taken that know-how and capability to other sports and entertainment clients. In fact, it is MLB Advanced Media (MLBAM) that has been providing the impressive streams of NCAA March Madness on Demand this month.
In addition to having defined the business and technical models for streaming, standardizing and e-commerce-enabling professional baseball online, MLBAM has over 25 clients from sports as diverse as basketball, volleyball, soccer and track & field.
The Journal article highlights MLB.com’s transformation from licensee to vendor as “one of the more unlikely stories of Internet-inspired business evolution. … MLB.com’s success isn’t just helping to transform the business of sports; it’s also transforming consumers’ expectations of what the Web can deliver.”