Fox Sports Has Sold 90% of Its MLB Regular Season Ad Inventory as Games Kick Off

Advertiser demand surges after 'proof of performance,' says sports ad sales chief

Mark your calendar for Mediaweek, October 29-30 in New York City. We’ll unpack the biggest shifts shaping the future of media—from tv to retail media to tech—and how marketers can prep to stay ahead. Register with early-bird rates before sale ends!

Networks have been eagerly awaiting the return of live sports to their airwaves and the billions in dormant national ad revenue those games bring with them.

For Fox Sports, that much-anticipated moment arrives Saturday, as it kicks off its Major League Baseball regular season coverage with a quadruple-header: three consecutive games on Fox followed by a nightcap on Fox Sports 1.

Advertisers have rushed to take advantage of MLB’s return to TV. “We’re well over 90% sold out for the regular season, with a lot more business working,” said Seth Winter, evp of sports sales at Fox Sports, calling the advertiser interest “beyond our wildest dreams.”

Close to 75% of Fox Sports’ MLB inventory was sold prior to the March shutdown and in last year’s upfront, with other 20% or so coming as a result of talks that heated up as summer training opened and advertisers saw “proof of performance,” said Winter.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in