The Athletic and FuboTV sports partnership
FuboTV and The Athletic have partnered, integrating Fubo into live game blogs and other content on The Athletic’s site, enhancing the content experience through custom modules featuring important game information. FuboTV offers live sporting events, regional sports networks and streams live entertainment and news content as well as TV shows and movies on-demand monthly. The Athletic (owned by the New York Times) brings in-depth reporting of professional and college teams as well as the English Premier League and Championship clubs.
The Circana Take:
- The combination of strong journalistic coverage with a live feed of sports content makes for an interesting combination that should help drive awareness both for The Athletic and Fubo. In many ways, this is the combination of two disruptive digital technologies – online media coverage (word and video).
- The real key to success with this venture, however, will not be simply mashing Athletic content together with Fubo, but creating new solutions that leverage the best of both sources. That requires a closer relationship than a basic partnership.
NBCUniversal streaming local sports on Peacock
NBCU will be adding four regional sports networks to its Peacock streaming service in 2025. Peacock subscribers in select markets (Boston, Philadelphia, and Northern California) will have access to live games from top teams - Boston Celtics, Philadelphia Phillies, and Golden State Warriors. The games remain available on regular television; however, cord-cutters will be able to stream it. This follows NBCU’s $2.5b deal earlier in the year for the rights to 100 NBA games, which will air on NBC and Peacock.
The Circana Take:
- Adding these regional sports networks should provide additional value for sports fans in these markets, strengthening the argument for cord-cutting.
- This move reflects a growing trend in the industry, with media companies using live sports to draw and retain subscribers.
Apple TV+ teams up with MLB
Apple TV+ is teaming up with MLB to offer an exclusive three-part documentary series featuring all the highlights of the 2024 World Series. This includes exclusive access to behind-the-scenes coverage and interviews with players, coaches, journalists, and fans. The project is produced by MLB and Imagine Documentaries along with Yankees legend Derek Jeter and his production company, Cap 2 Productions. Derek Jeter’s involvement will add an important and unique perspective from one of the greatest players in MLB who has won multiple World Series. Apple TV+ is no stranger to MLB, having just completed its third season broadcasting “Friday Night Baseball,” streaming exclusively on Apple TV+ throughout the MLB regular season.
The Circana Take:
- For Apple, this is likely an opportunity for growth and to minimize churn. For sports fans, this gives them another reason to stay with the service or sign-up.