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Major League Baseball (MLB) is gearing up for the 2026 season with a continued partnership with PepsiCo, solidifying a relationship that spans four decades. The beverage giant will spot its Mountain Dew Baja Blast brand take center stage as the official soft drink of MLB, bringing its signature tropical lime flavor to ballparks and viewing parties across the United States and Canada. This expanded collaboration also includes the continued sponsorship of Gatorade, the league’s official sports drink since 1990.
The new agreement signifies a strategic move by PepsiCo to connect with baseball fans as the league enters a new era of media rights and viewership growth. MLB reported “double-digit” increases in viewership during the 2025 campaign, particularly among younger demographics – a key target for the PepsiCo partnership, according to a press release. The 2026 season is set to commence on March 25, culminating with the postseason playoffs and World Series by October 31.
Mountain Dew Baja Blast’s activation will center around a season-long promotion tied to home runs, offering fans rewards for long-distance hits through the “Get a Baja for a Blast” program. Details of the program will be available soon at BajaBlastHomeRuns.com. Mark Kirkham, Chief Marketing Officer, PepsiCo Beverages U.S., stated that Mountain Dew Baja Blast “brings the same electrifying energy to baseball that fans perceive with every sip of our tropical citrus soda.”
New Media Rights Cycle for MLB
The 2026 season marks the beginning of a new three-year media rights cycle for MLB, with a diverse lineup of broadcast partners. Disney-owned ESPN, Comcast’s NBCUniversal, Fox, Warner Bros. Discovery-owned TBS, and streaming giant Netflix have all secured rights packages through 2028. This expanded broadcast landscape aims to reach a wider audience and capitalize on the growing popularity of the sport.
ESPN will continue to broadcast 30 regular-season games, including key events like the Memorial Day game and the second half of the season following the All-Star Game. Notably, despite ending its long-standing exclusive broadcast coverage agreement with MLB at the end of 2025, ESPN has acquired the rights to sell MLB.TV, the league’s out-of-market viewership offering, and will stream over 150 out-of-market games throughout the season. MLB.com details these changes.
Broadcast Slate Expands with NBCUniversal and Netflix
NBCUniversal has secured a significant national broadcast slate, including the coveted Sunday Night Baseball slot, the Sunday Leadoff game, and all four postseason wild-card round games. They will also retain the Sunday Leadoff slate, featuring 18 games. Netflix, entering the live MLB broadcast arena for the first time, will showcase a singular opening night game each year for the next three seasons, along with the annual Home Run Derby and the 2026 return of the MLB at Field of Dreams game. PepsiCo’s announcement highlights Netflix’s involvement.
Beyond these new additions, MLB maintains existing national broadcast deals with Fox, which contributes $714.3 million annually, and Warner Bros. Discovery-owned TBS, at $470 million per year. Uzma Rawn Dowler, MLB Chief Marketing Officer & Senior Vice President, Global Corporate Partnerships, emphasized that Mountain Dew “gets” the energy and excitement surrounding the game.
As MLB prepares for the 2026 season, the partnership with PepsiCo, encompassing both Mountain Dew Baja Blast and Gatorade, signals a commitment to enhancing the fan experience and capitalizing on the league’s growing momentum. The expanded media landscape and innovative fan engagement programs promise an exciting season for baseball enthusiasts.
The league’s continued focus on attracting younger audiences, coupled with the strategic alignment with major brands like PepsiCo, positions MLB for sustained growth and success in the years to come. Share your thoughts on the new partnership and what you’re looking forward to most in the 2026 MLB season in the comments below.