NHL, MLBAM enter into major digital partnership, with big changes planned
The NHL announced on Tuesday a ground-breaking six-year digital rights partnership with Major League Baseball Advanced Media in which the internet and interactive leg of baseball will take over the NHL's web, mobile and streaming services.
Under the deal, MLBAM will have access to all digital platforms and distribution of NHL Network programming, most notably the out-of-market streaming package. MLBAM will operate NHL.com, NHL apps and be available to develop apps for all the NHL clubs. The NHL and MLBAM will now work together on the design and development of new digital products and platforms, but with the NHL and its teams holding on to their editorial control across all platforms. MLB Network will also provide studio space and production resources for the NHL Network for distribution in the United States and international markets.
NHL Commissioner Gary Bettman said on a conference call going into business with another league that has been highly successful building MLB's digital infrastructure as well as working with other entities made more sense than continuing to go it alone.
"Together, (the NHL and MLB) represent year-round programming and limitless opportunities to service our fans," Bettman said. "Over the last year we were in the digital marketplace deciding what we wanted to do next, looking at all of our options, and we ... shared a vision that together, two sports could do more, be more and have more possibilities than one. We're coming together as partners to see what we can do in addition to our basic business to combine our assets and more importantly, see what we can do (together)."
Bettman didn't address financial figures but said there was a rights fee and equity plan as part of the deal. But the main message from both sides was that this deal wasn't focused on dollars and cents.
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"We believe MLBAM has been a leader in (the digital) space, finding creative ways to service our fans in multiple ways," said MLB Commissioner Rob Manfred. "In partnership with the NHL, we will provide that same sort of service that will be of great value to NHL fans over the long haul."
Added Bettman: "Technology is changing virtually on a daily basis, and we think we can lead during this extraordinary time. By combining our resources, we believe the possibilities are endless. We don't even think we can tell you today where this will ultimately take us, but it's going to be more and it's going to be better than either of us have done to this point."
It was that desire to tap into the deep resources MLBAM has acquired in an ever-changing market that drew Bettman to the collaboration. He noted how much greater MLBAM's investment into the digital world had been than what the NHL had done thus far, and saw an opportunity to give the NHL faithful a kind of experience they'd never had before.
"MLBAM is getting access to our content and we are getting access to their world-class technology," Bettman said. "That's what makes this deal different. (We're) taking fans deeper inside the game and telling the stories of our teams and our players. You're going to get more content and better content that's still NHL authentic."
The first major changes fans will see will likely be to NHL Network. Since its inception, the network's main operations have been based in Toronto, but now they will be moved to the Secaucus, N.J., home of the MLB Network.
The rest of the alterations coming to the league's presence will be rolled out over time, with most taking effect by early 2016. But Bettman was crystal clear about one thing --what we see by then will just be scratching the surface about what's to come.
"We'll be fully operational (by the season's start), but my guess is, we'll get better over time," Bettman said. "Whatever you see opening night will be good, whatever you see a month later will be better.
"And, as we go through the season, it will be better yet."
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