Key Points
- HappyKids has partnered with Major League Baseball to bring MLB Clubhouse programming to the free, ad-supported kids streaming service.
- The deal marks HappyKids’ first partnership with a major sports league and gives MLB another distribution outlet for youth-focused content.
- Programming will include animated series, player features, game highlights and educational content centered on baseball and softball.
Future Today‘s HappyKids has partnered with Major League Baseball to bring MLB Clubhouse programming to the free, ad-supported streaming service, marking the platform’s first deal with a major sports league.
The agreement gives HappyKids access to a curated slate of MLB Clubhouse content, including animated series, player features, game highlights and educational programming designed for younger audiences.
“Sports fandom starts young, and we want HappyKids to be the place where that fandom is born,” David Di Lorenzo, Senior Vice President of Content Acquisitions and Partnerships at Future Today, said.
MLB said the partnership is intended to expand the reach of its youth-focused content beyond its own platforms and place it in a family co-viewing environment.
“Partnering with HappyKids allows us to put MLB Clubhouse in front of families in a trusted, co-viewing environment,” Gregg Klayman, the Senior Vice President of Product Development and Content Strategy at Major League Baseball, said in a statement on Tuesday.
The deal comes as MLB says interest among younger viewers is growing, with national broadcast audiences among fans ages 2 to 11 up 23 percent year over year.
HappyKids said 85 percent of its viewing is driven by family co-viewing and the service generates more than 800 million monthly impressions.
MLB Clubhouse content is available through HappyKids’ website and apps on Roku, Fire TV, Samsung Plus TV, Vizio, LG and other major streaming devices.
HappyKids said the agreement is also part of a broader push into sports, with additional league partnerships planned.
