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MLB fans offered new content possibilities through 15SOF deal

MLBAM, the interactive media and internet company of Major League Baseball, has entered into a multi-year partnership with technology and social media platform 15 Seconds of Fame which promises to provide video content to fans which was never previously available.

The agreement focuses on fan appearances on live baseball game broadcasts. It will begin with this year’s regular season and include game broadcasts from all 30 MLB ballparks.

The 15SOF app will deliver moments where a fan is captured on screen during broadcasts in high definition video directly to their smartphones following the conclusion of each game. This content can then be shared instantly across social networks.

The agreement also provides 15SOF the ability to capture and deliver fan footage from special events such as the MLB All-Star Game and postseason games. It gives the three-year-old company access to scoreboard video moments from participating MLB ballparks, where teams will be able to integrate 15SOF through the free MLB.com Ballpark app. 15SOF will have the rights to sell sponsorships to fan content that it distributes.

“This partnership is a major milestone for our company but, most importantly, for generations of fans who have never had a way to capture and share some of the most memorable moments of their lives,” Brett Joshpe, chief executive of 15SOF, said. “Our proprietary technology will not only deliver the ultimate takeaway from a game experience for fans, but also offer an unprecedented opportunity for all live event and broadcast licensors and sponsors to connect with consumers.”

Founded in 2014, 15SOF's proprietary technology uses unique algorithms to ingest, sort, clip and deliver crowd video and images from any type of camera feed. The technology debuted in the NBA basketball league last season, including in Cleveland during the 2016 NBA Finals between the Cavaliers and Golden State Warriors.

ESPN.com said an undisclosed financial arrangement with MLBAM, which controls the game rights, allows the clips to be fully shareable.