MLBAM Strikes Licensing Deal With CineSport

MLB Advanced Media and CineSport, an online video syndication outfit formed by former NBA exec Gregg Winik, have struck a licensing agreement in which CineSport will gain access to MLB highlight videos for the rest of the calendar year. CineSport will use the material to build out its existing two- to three-minute daily multi-sport highlight packages that it syndicates out to other online destinations, such as newspaper, TV and radio station Web sites. The MLBAM deal adds to current content use agreements CineSport holds with the NBA, NHL, NASCAR and Collegiate Images. Financial terms were not disclosed, but Winik indicated MLBAM "would be compensated." The short-term agreement is designed as a trial run toward a potential longer-term pact. CineSport videos, closely resembling sports segments on local TV newscasts, are free to users and are ad-supported. "[MLBAM] obviously has done a great job building up their destination and they have a lock on the diehard fan," Winik said. "This is an opportunity for baseball to reach out additionally to the more casual fan. They've seen what we certainly feel is a great opportunity, it's a huge plus for us in terms of our content offering."