6 July 2023 Emma Lindblad

MINNEAPOLIS, Minn. (July 6, 2023) – NBC Sports Next today launched a multi-year partnership with Softball Canada making SportsEngine, NBC Sports Next’s leading provider of youth sports-management technology, the “official streaming and technology partner” for the organization recognized as the worldwide leader in the sport of softball. Softball Canada’s five National Teams (Men and Women, U23 Men, U18 Men and U18 Women) are perennial medal threats in all international competitions.
During the first phase of its partnership, Canada’s National Governing Body for the sport will use SportsEngine’s video tools to stream the Canadian Championships, enhancing its members’ overall experience through live streaming, video on-demand, game highlights, and more. Softball Canada’s 13 Canadian Championship events represent an important, high-performance pathway and are the pinnacle of many athletes’ careers.
Men’s and Women’s Fast Pitch competition categories will range from U15 through Masters, and Slo-Pitch categories include Men’s and Women’s. Games will be available to stream and watch live online via the Softball Canada website, as well as a new video destination on SportsEngine.
“We’re incredibly excited to partner with Softball Canada now and into the future,” said Brett MacKinnon, SVP & General Manager, Youth & Recreational Sports, NBC Sports Next. “We share their passion for growing the game of softball across North America and the Canadian Championships are a perfect representation of that commitment. We can’t wait to see all the action.”
“Softball Canada is ecstatic to partner with NBC Sports Next to raise the profile and interest in our incredible sport in Canada and throughout the world,” said Gilles LeBlanc, Manager – Operations at Softball Canada. “NBC Sports Next has gone above and beyond to welcome us into their family and their various streaming and technology tools will be a major benefit to our members and softball fans around the world.”
Future elements of the partnership will include SportsEngine’s development of a digital network in early 2024 by SportsEngine from which Softball Canada can deliver valuable content to its more than 10,000 teams, 500 registered leagues, and more than 1,500 administrators, coaches and officials; and a membership platform to be available across the organization to manage team registration, player profiles, events, and payment processing.
More than 35,000 small and medium-sized youth sports organizations, tournaments, the USOPC and Governing Body community, professional sports leagues and thousands of municipalities use NBC Sports Next’s suite of solutions to drastically reduce the time they spend on administration and communication, allowing them to focus more time on developing their athletes.
About NBC Sports Next
NBC Sports Next is a subdivision of NBC Sports and home to all NBCUniversal digital applications in sports and technology within Golf and Youth & Recreational Sports. Known for its sports technology product innovation, NBC Sports Next provides operations technology and services to more than 11,000 golf courses around the world, and equips more than 30 million players, coaches, athletes, sports administrators and fans with more than 25 sports solution products, including GolfNow, the leading online tee time marketplace; GolfPass the ultimate golf membership that connects golfers to exclusive content, tee time credits, coaching, tips and other benefits; SportsEngine, an industry leader in youth sports club, league and team management technology. NBC Sports Next is fueled by its mission to innovate, create larger-than-life events and connect with sports fans through technology to provide the ultimate in immersive experiences.
About Softball Canada
The Canadian Amateur Softball Association, commonly known as Softball Canada, is a not-for-profit National Sport Organization based in Ottawa, Ontario founded in 1965. Softball Canada is administered by an eight-member Board of Directors elected by the country's 12 Provincial and Territorial Associations and is supported by eight staff members working in the National Office. Softball Canada's Coach and Umpire Development programs are recognized as worldwide leaders in the sport of softball, and all five of Canada's National Teams (Men and Women, U23 Men, U18 Men and U18 Women) are perennial medal threats in all international competitions. With funding annually provided by Sport Canada, membership fees, sales and sponsorship, Softball Canada develops programming to target various segments of its membership, including the Canadian Championship, Timbits Softball, Canpitch and B5 programs.


Dan Higgins
NBC Sports Next
Emma Lindblad
Manager – Communications
Softball Canada