Overview
- The campaign, which debuted Friday ahead of the Yankees’ 2026 opener, runs 30- and 60-second commercials starring Larry David with Michael Kay.
- Each ad shows David failing to find the game until Kay uses David’s phone to trigger a voice-activated remote, then sends viewers to a YES webpage with a full broadcast schedule.
- YES marketing chief Bill Bergofin said the goal is to have fans watch as much Yankees baseball as they can on the network.
- Coverage casts the push as an answer to scattered TV rights on streaming services, with the Post noting Netflix carried the Yankees’ Opening Day and Kay saying YES did not air it.
- The idea came together in recent weeks through Kay’s long-standing rapport with David, as YES marks its 25th season of Yankees broadcasts.