The 2026 Major League Baseball (MLB) season begins Wednesday night as the New York Yankees open against the San Francisco Giants. Coming off a highly successful World Baseball Classic, expectations are high for the upcoming MLB season. That’s especially true with a looming labor dispute expected this fall, one that some speculate could bleed into the start of the 2027 season.
I attended a couple of spring training games over the past few weeks. As I sat in my seat, I spoke with baseball fans about their biggest questions entering the year. The top concern had nothing to do with the product on the field. Instead, it centered on the cost and accessibility of watching games beginning this week.
If that’s the primary concern just days before the season begins, it’s a massive issue. However, radio stations that carry MLB play-by-play should view it as a major opportunity. It may be the single best marketing opportunity now available, yet many stations fail to take advantage of it.
I’ve been a baseball fan for all 44 years of my life. I was raised to watch, play, and embrace the game from the time I could walk. Without question, the MLB season is a grind for networks, talent, and fans. However, the simple luxury of coming home and turning on a ballgame has become exactly that. A luxury which is now more expensive and more difficult over time.
When Main Street Sports Group predictably entered its eventual liquidation phase, nine Major League Baseball clubs were left without a production and distribution home. Currently, nearly half of MLB operates under MLB Media for production and game distribution. This model blends traditional linear television with a heavy emphasis on streaming, forcing fans across the country to add yet another subscription fee to their yearly expenses.
Some teams that separated from Main Street Sports Group chose to form their own networks or acquire the rights to their former FanDuel Sports Network properties. However, as of today, 11 MLB teams—according to their websites—have yet to announce where fans can watch their games via cable, satellite or internet TV providers.
This is where radio enters the conversation. Let’s take my home market of Tampa Bay as an example.
For several years, Tampa Bay Rays games aired on FanDuel Sports Network. If you had a Spectrum cable subscription, which most of the area did, you could watch Rays games as part of your package. Fans also had the option to purchase a monthly or seasonal streaming package through FanDuel Sports Network to watch on the web or app.
Earlier this year, Tampa Bay was one of nine teams to cut ties with Main Street Sports Group and now promotes Rays.tv as the primary destination for watching games. Fans who previously relied on Spectrum must now pay an additional $19.99 per month to stream games through the MLB app. While the Rays’ website states that games will be available through traditional cable, satellite, and internet TV providers, there has been no announcement as of Monday, just days before Opening Day.
Tampa Bay is not alone. A review of MLB team websites shows that 11 MLB teams face the same issue: fans can pay now for guaranteed access, but there’s still no clarity on traditional distribution via cable, satellite or internet TV providers..
Here’s the marketing message for radio stations if your market is affected: “Listen to every game for FREE.”
Pretty straight forward in my opinon.
If you’re the local flagship station and understand your audience, continue offering your MLB broadcast as a free, accessible option. In an era where everything is becoming more expensive, anything free carries tremendous value. Even affiliates can benefit from adopting this approach.
Can’t watch it? Listen for free. Not affordable? Enjoy the game on us for free. As streaming geofences continue to loosen nationwide, what better way is there to grow your local audience than by directing listeners to your app and your airwaves?
In an era where it has become increasingly difficult to simply watch a game, radio provides THE solution. If stations are being required to promote “guaranteed human” messaging once an hour, they should also be loudly emphasizing the value of free access.
“Don’t pay anything—listen to all the action here for free.” It’s also human for those that seem to care about these things.
A simple concept. If franchises push back, work collaboratively with them. Radio stations are simply expanding access and giving more fans an opportunity to engage with the product. Especially those who can’t justify another monthly subscription as gas prices, goods, and healthcare costs continue to rise. Maybe you’ll get some added promotion from the franchise themselves. Many of whom have forgotten to even market their radio product for many years.
It’s simple. Everyone appreciates something they can get for free. On radio, fans often receive not only the regular season, but also preseason coverage and the full postseason run. It’s a hometown call, without the frustration of searching for FS1 or navigating various providers.
That’s a compelling value proposition for consumers, and radio must take advantage.
This moment presents a real opportunity for radio brands nationwide. With added promotion, creative digital content, and focused marketing, stations can deliver what sports fans want most. Access to the game for FREE!
Opening Night arrives Wednesday night on Netflix, placing one of MLB’s biggest showcases behind a paywall. Nearly half the league faces similar accessibility challenges.
At a time when baseball asks more of its fans—more money, more apps, more patience—radio remains one of the few platforms still giving something back. No logins, buffering, or surprise charges. Just the game, as it was meant to be experienced in the comfort of the home or in the car. Radio can be consumed anywhere and at all times.
So as Opening Night approaches and uncertainty among many local fans remains about how and where to watch, radio shouldn’t hesitate—it should lean in loudly, proudly, and consistently.
Because in a fractured media landscape, simplicity wins. Accessibility wins. Free wins.
If baseball wants to remain a daily habit rather than an occasional luxury, the smartest play may not sit behind a paywall—it may already be on the dial for FREE.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
