In this week’s column, California Sports Lawyer® CEO, Founder, and Managing Attorney Jeremy M. Evans explores Major League Baseball’s latest financial investments and business strategy, examining how America’s pastime is growing both on and off the field.
From media deals to international expansion, MLB is investing in more than just players.
You can read the full column below. (Past columns can be found, here).
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Major League Baseball (MLB) is no stranger to investing in products and services to increase its impact and financial might. MLB’s first investment is in its clubs and in turn the club’s players. Beyond the diamond, MLB has made some savvy financial investments to build its empire.
Most recently, MLB invested in Jomboy Media. While the move might surprise some because of Jomboy’s comedic, independent, and entertaining takes on sports moments, there is clearly a need for MLB to attract new and younger fans and particularly those on social media more likely to view content on a phone than a television. Jomboy also provides an opportunity for MLB to utilize its distribution and following to promote content and engage with different demographics of fans and potential fans. Jomboy could serve as a catalyst for new and vibrant content and commentary like ESPN has done with Manningcast, The Pat McAfee Show, and on the entertainment and film side with Hulu and Fox.
MLB’s investment prowess does not end with content. It extends into tech. In November 2022, MLB sold its remaining 15% stake in BAMTech to The Walt Disney Company for $900 million. The sales proceeds were distributed to all 30 MLB teams. Back in February, this Column discussed that BAMTech was a subsidiary of Major League Baseball Advanced Media (MLBAM), created to manage MLB's streaming needs as a technology services company specializing in streaming video and digital media distribution. BAMTECH became so successful that it has become a major contributor for Disney and Warner Discovery as well.
MLB’s technological partnership with Amazon Web Services (AWS) uses machine learning and artificial intelligence for technology like Statcast. With Amazon and MLB working together, Statcast is another tool for color commentators and analysts to focus on the game of baseball and insights into player performance. Imagine, for example, Jomboy using Statcast in a separate MLB broadcast or post-game analysis.
MLB has also invested in data and improving the game and how it is analyzed through partnerships with companies like Cast Iron Media (CIM). Through CIM, proprietary technology with MLB allows for directed advertising across streaming platforms to increase value to partners in media spend and to find gaps in viewer coverage to increase viewership. Essentially, more data and analytics provides for high dollar demands in air time.
BAMTECH, MLB TV, and CIM all provide a terrific business model to support streaming in the current business climate. In 2025, MLB ended its $1.5 billion media deal with ESPN, while MLB is continuing to look for ways to secure national and global television contracts away from local markets and mainly through streaming opportunities, MLB TV, and partnerships with clubs like the Dodgers, Phillies, and others.
MLB also recently made its first investment into women’s sports. Professional baseball is unlike the National Basketball Association or Major League Soccer where there are women’s sports leagues beyond college. The Athletes Unlimited Softball League (AUSL) began its first season June 7, 2025, and will serve as an outlet for female softball players to play at the professional level. Women’s college softball is the second most popular women’s sport to basketball in the United States and can provide a potential for return on investment if viewership can be sustained.
MLB’s international expansion efforts continue through the successful World Baseball Classic (WBC) (e.g., the Olympics of baseball). There have been multiple overseas games in Japan, Seoul, London, the Dominican Republic, Mexico City, and possibilities to move throughout Europe, Central and South American, the Caribbean, and the world. Its expansion efforts will be supported and guided by its media, television, tech, data, and streaming investments. From media deals to international expansion, MLB is investing in more than just clubs and players.
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About Jeremy M. Evans:
Jeremy M. Evans is the Chief Entrepreneur Officer, Founder & Managing Attorney at California Sports Lawyer®, representing entertainment, media, and sports clients in contractual, intellectual property, and dealmaking matters. Evans is an award-winning attorney and industry leader based in Los Angeles and Newport Beach, California. He can be reached at Jeremy@CSLlegal.com. www.CSLlegal.com.
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