Victoria-based SendtoNews lands deal with Major League Baseball

Victoria’s SendtoNews has signed an agreement for the global syndication of short videos for Major League Baseball and Minor League Baseball, a deal the company predicts will bring in more than $100 million over five years.

The agreement with MLB Advanced Media marks another milestone for the company, which scored an exclusive deal last year to distribute video highlights from NASCAR races.

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The baseball agreement gives four-year-old SendtoNews digital distribution rights to short-form digital video of Major League Baseball, such as game highlights, interviews, top plays and related video to local news sites throughout U.S. and Canada, SendtoNews said Tuesday in a statement.

The deal allows for expanded digital rights to distribute Major League video content globally, except in some areas that have existing digital distribution partnerships. 

It also includes archived content, long-form original programming and global rights for the distribution of minor league short-form digital video content.

SendToNews makes money by packaging its video content with advertising. It offers those packages to websites around the world.

MLB Advanced Media creates sports content and is the interactive media and Internet marketing company for Major League Baseball.

“Its vast library of content generated throughout the 2,500-game baseball season is the holy grail of sports video highlights,” said Greg Bobolo, SendtoNews chief executive officer.

Becoming a global syndication partner with MLB Advanced Media is a “huge market validation for SendtoNews,” he said.

This agreement is “expected to generate north of an estimated $100 million in revenue over the five year-term of the contract,” said David Davies, SendtoNews vice-president of corporate communications.

SendtoNews has affiliate offices in New York, San Francisco, Toronto, Vancouver and London.

It syndicates sports videos, distributing game highlights, player interviews and other related content for 75-plus sports leagues.

These include the National Football League, the PGA Tour and Premier League Soccer. Its broadcast and publishing partners represent more than 1,000 television, radio, print and online news outlets.


> Major League Baseball highlights delivered through SendtoNews are on the Times Colonist and Nanaimo Daily News websites:

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