In a world where sports media brands are battling for relevance, a new power move has emerged from the shadows—because what better way to make waves than by partnering with a billion-dollar sports empire? MLB is stepping into the future, but this isn’t your usual deal. They’ve aligned themselves with a brand that thrives on blending culture, entertainment, and sports in ways that are as groundbreaking as they are unexpected. The rest, as they say, is history.

MLB is making new strides to reach more people and grow its fan base. The league has formed a new partnership with Boardroom, an organization led by Kevin Durant and Rich Kleiman. After the $550 million fallout with ESPN, this is the first major deal MLB secured.

This partnership focuses on delivering immersive fan experiences and will feature player-led storytelling across multiple platforms. Boardroom will produce MLB’s consumer-facing activation, including interactive experiences and talent appearances at Fanatics Fest. They will also play a major part in producing a high-profile entertainment experience at the MLB Awards in Las Vegas. Boardroom will also be handling the talent booking and after-party production for the MLB All-Star Celebrity Softball Game on July 12 in Atlanta.

After this deal was announced, the MLB CMO, Uzma Rawn, said, “This collaboration is about more than just events — it’s about reimagining how we connect with a growing baseball audience in innovative ways.” This partnership goes beyond event-based activations and aims to find innovative ways to engage MLB’s expanding fan base.

As MLB looks to expand its reach, this partnership with Boardroom signals a fresh approach in the sports entertainment landscape. While other leagues scramble to catch up, MLB is betting big on innovation, because who needs traditional broadcasting when you can have immersive experiences and star-studded activations? If anything, this deal shows that even in a world full of shake-ups, the future belongs to those bold enough to redefine the playbook.

Rob Manfred plots MLB’s next power play: Investment in professional softball

In a world where traditional sports leagues are scrambling to future-proof their empires, Major League Baseball isn’t just watching from the dugout. Under Commissioner Rob Manfred’s leadership, MLB is swinging at new opportunities with the precision of a cleanup hitter. Rather than clinging to the past, the league is betting big on a fresh arena–one where the bats crack just as loud, but the stakes might be even bigger.

MLB is looking to expand its reach, and its next destination is softball. Manfred has long emphasized the importance of softball in MLB’s youth development programs. In an interview, Manfred said, “Softball’s been a huge part of our youth development programs. The biggest determinant of fandom is: Did the kid play as a young person?”

He also highlighted the importance of supporting youth and women’s sports to cultivate future fans. And also influence household spending on sports entertainment. With Kim Ng — a trailblazer in MLB circles — now steering AUSL, the league’s professional softball ambitions suddenly feel a lot less like a side project and a lot more like a strategic empire expansion.

If AUSL’s inaugural season is any indication, MLB’s timing couldn’t be sharper. In a sports world still playing catch-up to the women’s movement, Manfred and MLB aren’t just joining the conversation. They’re staking a claim. When history looks back at the rise of softball, don’t be surprised if it’s wearing a crisp MLB cap.