Juan Soto goes far for MLB Network

Tonight in Unpacking: Coverage around the trade deadline — highlighted by Juan Soto’s historic trade — has been a boon for MLB’s cable network and its digital platforms. SBJ’s Josh Carpenter looks at the numbers.

Other titles:

  • Mike Golic Jr. talks college athletic business
  • McEnroe and Ferrell Host LAFC Audio Stream on Mixhalo
  • Austin FC enjoying World Cup break
  • Fanatics team up with Shift4 and extend NBA Australia deal
  • Op-ed: Year 2 of NIL will create a stronger foundation
  • UFC’s Francis Ngannou and CAA invest in soft drinks
  • NFL, NBA and MLB take stakes in New Era Cap
  • TendedBar machines head to Circuit of the Americas

In today’s Morning Buzzcast, David Albright looks at the NFL appealing the Watson decision, the UFC Fight Pass planning to include live-screen purchases and European soccer clubs dominating global sports rankings on Twitter.

MLB Network saw some of its most-watched trade deadline coverage in the network’s 14-year history on Tuesday, SBJ notes Josh Charpentier. Focusing on successful trading involving Juan Soto and others, “MLB tonight” averaged 240,000 viewers from 3:00 p.m. to 7:00 p.m. ET, good for its second-best trade deadline show yet. The most watched commercial deadline program came in 2015.

Tuesday’s coverage peaked at 375,000 viewers. Total daytime viewership for the cable network on Tuesday was up 9% from a year ago.

The day also generated the highest single-day article traffic in the 22-year history of MLB digital platforms, with more than 11.5 million article views on August 2, up 27% from compared to the previous record. There were more than 20 million article views from August 1-2, the highest two-day mark in MLB history, as well as more than 110 million article views from July 3-3 august. 2, the highest 30-day period in the site’s history and a 17% increase from the previous record.


With the start of the college football season in sight, SBJ’s “Strictly Business” Twitter spaces discussion hosted in Mike Golic Jr.., analyst on Learfield‘s”Saturday Night College Football “live game broadcast and co-host of the”GoJo show” podcast.

Golic and SBJ Austin Karp discussed:

  • A recap of recent football media
  • Conference realignment
  • our Ladyindependent status
  • Call for proposals expansion
  • NONE
  • Potential unionization of athletes
  • Season predictions

Check out the full discussion here.

John McEnroe and actor Will Ferrell will host a live audio stream on Mixhalo during LAFChome game against Charlotte F.C. on August 13, reports SportTechie’s Andre Cohen. Commentary will be available exclusively to fans attending the match at Banc of California Stadium who download the free Mixhalo app to listen via their phone or connected headphones.

McEnroe and Ferrell, who became an LAFC investor in 2016, will commentate the football game on Mixhalo alongside LA fox Streamer To mark Rogondino. Mixhalo is a real-time audio platform intended for use by fans when attending live events, and it has previously hosted on-site audio activations with the Sacramento Kings and bison sabers.

Mixhalo’s mobile app will additionally broadcast separate audio streams during the August 13 game hosted by LAFC play-by-play commentators Max Bretos (English) and Armando Aguayo (Spanish). Fortress Investment Group led Mixhalo’s $24 million Series B funding round last year.


The transition to a late autumn fifa world cup has shaken up the football industry in multiple ways this year, including forcing Europe’s top leagues to take an unprecedented break from play in November, writes SBJ Alex Silverman. This pause has allowed European teams, especially those whose rosters are less likely to be affected by players representing their country, to travel during this period for exhibitions.

The latest example came with the announcement that Stage Q2 in Austin will host an exhibition match between Bundesliga clubs Köln FC and VfB Stuttgart on November 19, just two days before the World Cup kicks off in Qatar.

Austin F.C. President Andy Loughnane told the SBJ that six German clubs had expressed an interest in playing during the break due to the favorable climate for Texas, as well as the club’s facilities and the strong interest of football in the market. Although Cologne and Stuttgart don’t have the same cachet as better-known European clubs, Loughnane expects the game to draw a sizeable crowd at the 20,738-seat venue based on Austin’s subscription base. FC over 16,000 fans and local outreach. Bundesliga fan groups.

“This game doesn’t necessarily have to sell out to be successful for all parties,” Loughnane said. “We are fortunate to save a relatively unique event in view of the World Cup, introduce new teams to our audience and develop business opportunities including broadcasting, sponsorship and ticket sales.”

Based in Hamburg Sports on the sidelines helped facilitate the match, which will be the first between European clubs at the Q2 Stadium.

Shift4 in its second quarter earnings report this morning revealed a new exclusive partnership with Fanatics to process all of Fanatics’ on-site transactions at its more than 50 professional and college-level locations and events, notes Bret McCormick.

Where Fanatics would have had three third-party companies involved in payment processing – one company processing the payment, another providing the middleware that connects the POS device to the payment processor, a third providing the EMV device to use a credit card — Shift4 offers all three layers.

During this time, the NBA and Fanatics have an expanded multi-year collaboration to open the first physical NBA stores in Australia starting this year, reports SBJ’s Eric Prisbell.

Tonight’s editorial comes from Mike DonoghueCEO and co-founder of Subtext, an SMS platform for student athletes to engage fans and monetize their subscribers. Donoghue writes that while Year 1 “represented the big bang for NIL, Year 2 represents the emergence of the clearly identifiable foundation on which NIL will be built for many years to come”.

“While Year 1 of NIL was largely testing the waters with transactional deals that often required athletes to compromise their personal brands, Year 2 will be about creating sustainable strategic revenue streams that deliver more to athletes, fans and marketers than a new cry on social media It’s clear that athletes want to have a more direct relationship with their fans, fans want to feel like they’re connecting with the athletes they love and schools want to serve as a catalyst for this relationship and the potential for further earning.”

Read the full submission here.


  • A report of Zoomph ranks the best sports properties in the world by Twitter followers, and reveals that the Lakers are the most followed team in the WEnote SBJ Atlas’ Derick Moss.
  • cfu fighter Francois Ngannou and AAC were among investors in a recent $12 million seed funding round for New Yorksoft drink retailer beverage, bringing the company’s valuation to $47 million. Ngannou is replaced by CAA.
  • Fubo TV reported that in the second quarter, its North American streaming business saw double-digit year-over-year growth in total revenue (up 65% to $216.1 million), revenue advertising (up 32% to $21.7 million) and paid subscribers (up 41% to $216.1 million). 946.735).
  • NBA televisions Piper Shaw Noted WNBA Storm in Seattle forward Breanna Stewart recently unveiled its new design collaboration with Puma and it’s the first women’s basketball shoe in over a decade.
  • Private equity firm ACON Investments closed an approximately $700 million single-asset continuation fund to New Era Capexpanding its existing stake in the company while attracting additional investors, reports SBJ Chris Smith. The NFL, NBA and MLB also became minority owners of New Era.
  • Straight bar will deploy 12 of its machines to Circuit of the Americas in Austin for a handful of upcoming events including concerts and October United States Aramco F1 Grand Prixreports SBJ Bret McCormick.
  • The longevity and resilience of its sports and racing games continues to fuel growth for electronic arts in the second quarter, reports SBJ Tobias Seck.


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