by Tom Bassam
by Tom Bassam
This article first appeared in SportsPro.
Bruin Sports Capital technology firm to power league’s CMS.
Technology provider Deltatre has won the bid to power Major League Baseball’s (MLB) content management system (CMS).
The Bruin Sports Capital-owned company will deploy its technology across the league’s nearly 300 digital destinations, including the flagship MLB.com as part of a widely reported three-year deal.
MLB’s move to use Deltatre and the company’s Forge product follows the league’s sale of its BAMTech spinoff to Disney for a total of US$2.58 billion. That deal was completed in 2017 and saw the media giant also gain control of MLB’s CMS.
According to the Sports Business Journal (SBJ), the architects of the deal were George Pyne, Bruin chief executive; Jeff Volk, Deltatre’s US senior vice president and head of business and revenue; Andrea Marini, the company’s deputy chief executive and chief commercial officer; and Tony Petitti, MLB’s deputy commissioner for business and media.
Volk is a former MLBAM and BAMTech executive, whilst Pyne reportedly has close ties with Petitti.
Deltatre has been supporting the league’s network of sites, including each official team homepage, since the start of the 2019 season, with additional phases of the integration process across the remaining network of digital platforms to continue over the coming months.
According to Deltatre, MLB has posted a series of digital audience gains for key events. MLB’s platforms drew 9.5 million sessions on opening day, including mobile web, a nine per cent increase from 2018. The league’s trade deadline also saw the largest day ever in MLB content readers.
“On every device they carry, fans expect to have access to the information they’re seeking in an efficient and reliable manner. In Forge we have a new, powerful resource that allows us to be nimble and agile in a fast-paced environment, to get stories as quickly as possible from the stadium and to the fan. It’s a tool that is crafted from deep, front-line intelligence from the world of sports and helps us exceed fans’ expectations,” said Gregg Klayman, MLB’s senior vice president, content.
For the Italy-based Deltatre, the deal also extends its growing American business. The company also recently partnered with American virtual reality company LiveLike.