ESPN expands distribution agreement with MLB: New deal includes streaming of games to mobile

ESPN Inc. unveiled an expansion of its current agreement with Major League Baseball Advanced Media that “covers all new platforms” including online, interactive television and mobile.
The Walt Disney Co. subsidiary locked up rights to deliver MLB content through its online and mobile channels, video game consoles and portable devices such as Apple Inc.’s iPods and Microsoft Corp.’s Zunes. ESPN will stream Sunday, Monday and Wednesday Night Baseball telecasts through ESPN Mobile and ESPN360.com, its online TV network, and the broadcaster announced newly expanded rights to deliver video highlights through its mobile platforms.
The pact covers worldwide rights aside from some Asian and Pacific Rim markets, and expires in 2013. ESPN added that traffic to its mobile Web site is up 23% so far this year compared with the same period in 2007.
“This agreement further solidifies the great relationship we have with Major League Baseball and together with our television deal allows us to bring the game of baseball to more fans than ever before,” said George Bodenheimer, president of ESPN and ABC Sports. “Our goal is always to deliver sports to fans across any platform, and this is yet another agreement that fulfills that strategy.”