MLB targets Australian growth through Tabcorp deal

14 July 2020

Major League Baseball (MLB) said it wants to use a new partnership with Tabcorp to build its popularity in Australia.

Under the multi-year international partnership, TAB will be the sole official wagering partner of the MLB in Australia while its 4,400 venues will have access to MLB Network, the league’s 24/7 television channel.

The venues will also air up to 10 live games per week. The games and MLB Network will be delivered via arrangements with MLB and its international streaming partner Sportradar, and broadcast through Tabcorp’s racing and sports network, Sky.

MLB fans in Australia will also have access at home and on the go to all MLB games live on the TAB app and website, along with MLB Network.

The partnership makes further strengthens TAB's US sports portfolio, adding to existing deals with the National Basketball Association (NBA) and National Football League (NFL).

“There is growing demand for US sports content in Australia, particularly among TAB punters," Tabcorp managing director of wagering and media Adam Rytenskild said.

“Baseball is America’s national pastime and this ground-breaking MLB deal – which complements our NBA and NFL partnerships – helps us to fulfil our ambition of being the home of US sport in Australia and to deliver superb experiences for our customers, both in venues and digitally via the app and website.”

Through the deal, Australian punters will also get the chance to access exclusive MLB content including game tickets, player experiences, competitions and more.

Kenny Gersh, MLB executive vice president, said he hoped the deal would help to increase the league's popularity across Australia.

“We are looking forward to working with Tabcorp to bring exciting baseball content to millions of fans in Australia via TAB and Sky,” Gersh said.

“When the Los Angeles Dodgers and Arizona Diamondbacks played the Opening Series games at the historic Sydney Cricket Ground in 2014, we saw how much baseball resonated with Australian sports fans.

“We want to continue to help develop baseball in Australia and grow the game nationwide. Between TAB’s retail footprint and wagering expertise, we’re confident that this partnership is a significant step towards elevating baseball in Australia.”

Last month, Toronto-listed betting and media business theScore was named as an authorised gaming partner of MLB.