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Les années 1960 au Québec sont marquées par un vigoureux courant nationaliste prônant l’affirmation politique et culturelle des francophones dans la province. Également, le phénomène de l’américanisation du territoire québécois s’accélère. C’est dans ce cadre historique particulier que naissent en 1968 les Expos de Montréal, équipe du circuit de baseball le plus important au monde, soit la Ligue du baseball majeur. La MLB s’installe alors dans un territoire où le baseball est centenaire. L’objectif de ce mémoire est d’étudier les débats et réactions suscités par l’avènement de Montréal dans le baseball majeur, en déterminant l’influence qu’y ont joué le nationalisme québécois des années 1960, l’américanisation du Québec et la longue histoire du baseball dans la province. Si les deux communautés linguistiques de celle-ci sont ici à l’étude, il n’en demeure pas moins que l’attention est davantage portée sur les francophones que les anglophones. En effet, ceux-ci ont semblé davantage interpelés par la création des Expos. D’ailleurs, parmi les deux groupes, les positions les plus documentées sont celles des chroniqueurs sportifs, qui se retrouvent donc au cœur de notre étude. Les opinions d’amateurs de baseball, de politiciens, d’hommes d’affaires ou de simples citoyens québécois sont également rapportées et analysées, mais dans une plus faible mesure. / The 1960’s in Québec were marked by an intense nationalist movement promoting the political and cultural affirmation of the province’s francophone population. Also, the americanization of the territory was accelarating. It’s in this particular historical context that were born the Montreal Expos, in 1968, the team being part of the most important baseball league in the world, The Major League Baseball. The MLB then settled on a land where baseball is centenary. The goal of this master thesis is to study the debates and reactions that were created by the advent of Montreal in major baseball, and to determine the influence that the québécois nationalism, the Québec’s americanization and the long history of baseball in the province had on them. Even though both national communities of Québec are studied, the focus is further more on the francophones than the anglophones. The first ones seemed to be more interpellated by the creation of the Expos. Besides that, for the two linguistic groups, the actors who shared the most clearly and often their positions are the sports journalists, whom are in the center of our analysis. The opinions of baseball fans, politicians, buisness men and regular Quebec’s citizens are also presented and analyzed, but with less attention.

This case study evaluated Major League Baseball's (MLB) media product portfolio to identify how broadcast revenues have evolved over the past decade. This research looked back across baseball's long, dysfunctional history with broadcasters in order to recognize the significance of its ambitious use of online content. While MLB had failed to fully utilize the potential of broadcasting, the league's aggressive online strategy through its Advanced Media (MLBAM) division made it the industry leader in broadcasting live streaming sports video. MLBAM expanded its online streaming video to mobile phones and iPad, further expanding the distribution of its content. This research compared MLBAM revenue to traditional broadcast revenue while analyzing the online division's role in promoting the MLB brand. This case study concluded that while MLBAM had made a number of groundbreaking developments, the league could still improve its use of embedded, shared video clips, archived footage and international marketing in order to further extend the brand equity of the MLB, its thirty individual brands and its media product portfolio.