Executive Vice President, Media
Seth Bacon serves as the Executive Vice President of Media for Major League Soccer (MLS) and Soccer United Marketing, where he plays a pivotal role in shaping the league's media strategy and partnerships. In this capacity, Seth Bacon is responsible for developing and executing the direction of the League’s media and digital properties and overseeing MLS Productions, the League’s content creation arm.
Bacon was instrumental in negotiating the groundbreaking 10-year partnership with Apple that resulted in the creation of MLS Season Pass, a platform that offers fans comprehensive access to every MLS match – anywhere and on any device. MLS Season Pass is the first global sports league streaming service.
Bacon's leadership has been crucial in enhancing the production quality of MLS broadcasts. Under his guidance, MLS Productions has prioritized delivering premium production values, including exceptional video and audio quality, elevated graphics, and world-class talent. This commitment aims to provide fans with an immersive and engaging viewing experience. MLS productions delivers 600+ live matches, 200+ studio shows, and over 5,000 hours of content each year.
Prior to joining MLS/SUM, Bacon most recently served as Managing Director, Broadcasting for NASCAR, where he was a core member of the team that negotiated the sport’s multimedia rights agreements. During his 11 years with NASCAR, Bacon managed and maximized relationships and sponsorship opportunities with broadcast partners, developed the organization’s first Hispanic broadcast partnership and was instrumental in renewing NASCAR’s international business with more than 30 broadcast partners.
Before joining NASCAR, Bacon served as an Associate Producer at Fox Sports Net, where he was a member of the original production team that launched “The Best Damn Sports Show Period.”
Bacon is a graduate of Emerson College. He was named to SportsBusiness Journal’s 2017 “40 Under 40” class.
