Illustration: Sarah Grillo/Axios
MLB and the Action Network, a sports betting data and analysis site, have entered into a multi-platform content partnership, Axios has learned.
Why it matters: As sports betting continues to expand and evolve, leagues are looking for ways to provide unique content for their fans, and no sport has as many betting opportunities as baseball, with its 162-game slate.
Details: The partnership spans three main facets — syndication, programming and integration, all with an eye on seamlessly incorporating sports betting content into the MLB landscape beginning later this month.
- Syndication: Action Network-authored articles will be distributed on both Action and MLB digital platforms.
- Programming: The Action Network will produce and distribute a weekly, 30-minute show called "Payoff Pitch," with betting analysis and advice for that week's games.
- Integration: MLB's existing properties, including its articles and its own gambling show, "Bettor's Eye," will regularly feature Action Network talent and betting information.
Go deeper: How sports betting is shaping the future of MLB (WBUR)