With the MLB and MLBPA agreeing to a deal yesterday, Apple has signed a major deal with the league to stream games on Apple TV. This marks the 6th deal for the tech giant’s streaming service who will host “Friday Night Baseball,” a weekly doubleheader with live pre and post game shows. The deal will span across the UK, US, Canada, Australia, Brazil, Japan, Mexico, Puerto Rico and South Korea to start with more countries expected to be added.

So what does this mean for brands? Brands will get their share of the pie as this will also open up partnerships across streaming services to allow brands to expand their global reach and international brands to gain access to the US markets.

Amazon and the NFL have signed a similar agreement beginning this upcoming season as well as HBO Max the the U.S Soccer Federation beginning in 2023.

Many of these streaming platforms have the capabilities to reach hundreds of countries around the world and the TV landscape is changing. In a recent forecast of digital sports viewership by eMarketer, almost one in four US live sports viewers watched via digital channels in 2020. Within the Amazon and NFL partnerships, Amazon is expected to utilize enhanced shopping features, where users can interact mid-game with a product, increasing brand conversion rates. Traditional in-game commercials will continue to run, but with the ability to know your user, Amazon is expected to debut targeted advertisements which brands across the world will.