Following a successful World Series, Major League Baseball aims to make TikTok a central platform for baseball content. They announced a partnership to expand baseball presence on TikTok, including an MLB hub on the app and involvement from influencers.
Baseball’s popularity soared after a culturally significant season. The recent World Series saw a surge in viewership, with the Los Angeles Dodgers defeating the Toronto Blue Jays in seven games. Posts with #MLB on TikTok increased by 60% in 2025, and views from Japanese and Korean audiences rose during the event.
TikTok seeks to be the “second screen” for live game updates and highlights. An MLB hub will showcase key moments and exclusive content. TikTok has collaborated with other sports leagues, like FIFA, with a similar engagement strategy for the World Cup. The GamePlan sports integration launched last December.
Fan-driven content is vital on TikTok, matching engagement levels of official accounts. The partnership with MLB will leverage creators to enhance its platform presence. Selected creators will have access to MLB archives, a shift from MLB’s previous strict copyright stance.
MLB Commissioner Rob Manfred expressed the need to reach audiences where they are, identifying TikTok as a key platform.