Emerging Tech, Data & Media

Top story: MLB engages Perform to distribute sports betting data

Rolling sports business news wrap: Every deal, every day.

by Joe Levy

Top story: MLB engages Perform to distribute sports betting data

Top Story


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Major League Baseball (MLB) has partnered with digital sports media provider Perform Content to become a betting data distributer in the US for the league.

Perform Content, part of the DAZN Group, will distribute official and real-time league data to sports betting operators in the US.

Kenny Gersh, executive vice president of gaming and new ventures for the MLB, added: “Multiple distributors of our rich, reliable, low latency data will help drive competition and innovation in the sports betting landscape, providing MLB fans with the best gaming experiences possible.”

Perform already has similar agreements in place with other major sports league such as soccer’s English Premier League and Spain’s La Liga


Indianapolis Motor Speedway has confirmed Pepsi as its new pouring rights holder after its deal with Coca-Cola expired.

Mobil 1 has been confirmed as the official motor oil of IMSA all-female racing team Heinricher Racing.

English soccer side Liverpool have sealed a regional sponsorship in South East Asia with Japan-based food group NH Foods.

US-based restaurant chain Chipotle has entered into sponsorships partnerships with esports entities ESL and Dreamhack.

SK Telecom has secured a sponsorship deal with Riot Games Korea, the publishers of the hugely popular League of Legends game, to promote its new 5GX brand.

MLB franchise the Chicago Cubs have confirmed gym chain Orangetheory as their official fitness partner.

The National Hockey League (NHL) has entered into a multi-year sponsorship agreement with hair salon franchise Great Clips.

In Australia, National Rugby League (NRL) outfit the Manly-Warringah Sea Eagles have confirmed the return of former long-term sponsor SONIQ as the club’s official TV partner for the 2019 season.


English lower league soccer club Sunderland are in ‘late-stage negotiations’ with a national company regarding naming rights to the Stadium of Light, according to executive director Charlie Methven.

Personal Endorsement

In golf, South African Branden Grace has become an ambassador for cybersecurity firm Onapsis.

Alexander Albion, a driver for Formula One team Toro Rosso, has been announced as a brand ambassador for Casio’s Edifice watch line.

Politics & Governance

The National Basketball Association (NBA) has announced it has broken its record for attendance for the fifth year in succession. There were 760 sold-out games during the 2018/19 regular season with 95 per cent or more of arena capacity on average.

Bidding & Hosting

The 2020 Giro d’Italia will begin in Budapest, Hungary for the first time ever. This follows the news that the 2021 edition will start in Sicily.