Major League Baseball (MLB) has a rich history as the oldest major professional sports league in the world, with a massive following of 175 million fans in the U.S. and millions more worldwide. MLB boasts 100 million tickets sold annually, a strong social media presence, and 11 billion minutes streamed on MLB TV each year. In 2000, MLB centralized its digital rights, creating a unique structure compared to other sports leagues.
Centralization enabled MLB to manage many of its services in-house, including data and activation of digital marketing, content, apps, and core technologies. Of all the sports leagues, MLB has centralized as many services as possible to make the experience across parks consistent.
