How YouTube TV Might Tie MLB Sponsorship Into Search Ads

Search for "YouTube TV" on Google Search and the query returns a long carousel of television shows and movies such as "Saturday Night Live," "Grey's Anatomy," "Brooklyn Nine-Nine," "This is Us," "American Horror Story," and "Gotham."

I'm musing about the possibilities. Soon, when searching for information on YouTube TV, those inquiring will surely see YouTube TV linked with the Fox television network and Major League Baseball.

On Tuesday MLB announced a partnership with YouTube that names Google's video service a World Series partner. As the presenting sponsor, YouTube TV will have commercials and callouts during each game running on Fox.

Jonathan Kagan, senior director of search and biddable media at MARC USA, Results:Digital, said he assumes that YouTube would run search ads on any MLB-related search query to promote the $35 monthly service.

No doubt. It's the first time YouTube TV has made this type of deal to sponsor an event -- and it means that as part of the partnership to serve as the presenting sponsor for the 113th World Series, which begins October 24, the company will air a variety of national TV spots and on-air callouts on Fox during each game. The spots will run branded across MLB's digital properties and official social media accounts, as well as in-stadium promotions.



In addition to Fox, the YouTube TV channel lineup will include ESPN.

"We are proud to team with YouTube on its first major partnership to help raise national awareness for YouTube TV,” Noah Garden, MLB executive vice president for business, said in a statement.

YouTube TV, which launched in April 2017, serves 49 TV markets, representing two-thirds of the country.

The partnership will host behind the scenes footage and the campaign will feature MLB stars in promotions. 

MLB and YouTube also plan to give a few lucky fans the chance to experience the World Series in-person as a VIP including behind-the-scenes access and an opportunity to be highlighted during the FOX national broadcast.

This year, MLB's engagement and content strategy on YouTube has generated more than 1 billion views, according to the league.

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