MLB, Perform Strike US Betting Data Distribution Deal

MLB, Perform Strike US Betting Data Distribution Deal
© USA Today

Major League Baseball saddled itself with a sports betting data distribution partner this week.

The major American sports league agreed to terms with Perform Sports Content and Media allowing the latter to exclusively provide betting data to U.S. sports betting providers.

This deal, a major goal for MLB from the outset of the rise of American sports betting, means that MLB will be providing official data to sports wagering companies that request it. This ensures the highest level of accuracy as well as a protection against fraud and other forms of detrimental to criminal activity involving betting.

Representatives of Both Entities Thrilled with Agreement

Chief Commercial Officer of Perform Andrew Ashenden was thrilled to expand Perform's catalog of sports league data to now include america's pastime.

“We are delighted to add MLB’s official fast data feed to our offering for U.S.-facing sportsbooks and odds providers.”

Baseball is only the latest sport to join the fold at Perform as the company also offers a wide variety of athletic markets including the English Premier League and La Liga, two of the biggest soccer leagues in the world.

Perform also owns the DAZN video streaming service, a rising sports media outlet specializing in providing live and on-demand streaming of exclusive sports content.

MLB EVP of Gaming & New Ventures Kenny Gersh saw the deal as essential given the projection of the modern sports betting market in the U.S.

“It’s an important development for us to partner with Perform as the second Authorized MLB Data Distributor in the U.S. for sports betting operators. 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.”

MLB Continues Growth in Betting Industry

The move mirrors one made earlier this year in which MLB partnered with ubiquitous data provider Sportradar in a similar deal focusing more on international markets involving overseas sportsbook service providers.

MLB has asserted that official data is a top priority in the past, particularly when it teamed with Sportradar, The PGA Tour, Euroleague Basketball, the Premier League, The Football Association, The Scottish Professional Football League and the Scottish Football Association to develop an informative website on data usage in betting.

But MLB's recent warming up to sports betting has been expressed in unrelated dealings as well.

Additionally at the start of this season, MLB partnered with global gambling powerhouse MGM International Resorts to sponsor its Opening Series in Japan at the Tokyo Dome.

Featuring the Oakland A's and Seattle Mariners, the event was a major success with oodles of publicity thanks to the retirement of Japanese baseball legend Ichiro Suzuki.

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