North America’s Major League Baseball has expanded its partnership with DraftKings, the US daily fantasy and sports betting company.
Under the multi-year agreement, fans with DraftKings and MLB.com accounts will be able to live-stream MLB games for free via the DraftKings app.
It builds on an existing relationship, dating back to 2012 and based on fantasy sports.
DraftKings now joins BetMGM as a co-exclusive sports betting partner of MLB, but will be the only US-based sportsbook to integrate live MLB games.
As part of the partnership, DraftKings will receive brand visibility at MLB All-Star and postseason events.
It is understood that the company and the league are planning to add sports betting broadcast experiences to the league’s MLB.TV streaming service, similar to those already offered by golf's PGA Tour.
Matt Kalish, co-founder of DraftKings, said: “In 2012, MLB helped ignite the daily fantasy industry by becoming our first-ever league partner, and that same foresight has persisted over the years as our organizations look to disrupt and innovate further through this expansion.”
Kenny Gersh, executive vice president of business development at MLB, added: “For nearly a decade, our growing relationship with DraftKings has been rooted in fan engagement and the second-screen immersion of sports gaming and entertainment products.
“This next iteration of unique and experiential offerings is something we look forward to rolling out together as baseball fans continue to embrace technological advances.”