ESPN3.com Boosts Its Partnership With MLBAM

ESPN360.com will officially be rebranded as ESPN3.com in April, and will have some new support from Major League Baseball's digital arm. 

The online video service, which features live streaming of many sporting events, will get some upgrades including more high-definition content, split screens and picture-in-picture capability. The service will also transition to use Adobe Flash as its core technology. 

Major League Baseball Advanced Media will be the force behind the back-end infrastructure and operations support, solidifying its place as a major leader in the streaming of live sports. 

MLBAM is the engine behind the popular MLB.TV service, which offers live streaming of all out-of-market Major League Baseball games. MLBAM also provides the back-end support for CBSSports.com's March Madness on Demand service, as well as the official league site of Major League Soccer and several regional sports networks. 

ESPN3.com will remain a free service through deals with most major Internet service providers.