MLB's strategy has been quite different from the NFL in that everything they do digitally has had an emphasis on the MLB brand, not individual teams. I think this has to do with the split revenue system the MLB has historically employed. Until the digital age, teams basically fended for themselves. They signed their own stadium deals, negotiated their own television rights, sold their own jerseys, and had control over every aspect of their business. Given the disparity of revenue in baseball, MLB wisely took advantage of the emerging digital age to change that policy. If you look at team websites, they all redirect to an MLB subdomain. MLB.tv doesn't work for individual teams; it is run completely by MLB and revenue is dispersed equally (to my knowledge). The app is an MLB app and there are no team apps. The MLB Network is also in this vein. All of this is an attempt to consolidate revenue and disperse it equally between teams. Personally, I think it's a good idea that makes for a stronger MLB moving forward. The more money that MLB makes from digital content that is equally distributed between teams, the smaller the gap between the Yankees and A's revenue becomes in time.