The traditional sport is fully embracing the pursuit of viral success. Despite attracting vast crowds as the season starts and star players earning substantial sums, a New York Times piece from 1925 described baseball as sick, highlighting how the phrase “baseball is dying” has been prevalent for decades. Though World Series viewership and attendance haven’t reached their historical peaks, MLB is entering the 2026 season with renewed momentum. The 2025 World Series was a major success, breaking viewership records in the US and globally. Social media engagement also surged, with platforms like TikTok reporting baseball as a rapidly-growing community.
Despite initiatives like a pitch clock and automated systems for strikes and balls, baseball remains a slow-paced game. Marketing challenges persist as MLB struggles to make its stars household names, though it’s gaining traction on platforms like Instagram and TikTok through unique content strategies. MLB is experimenting with social media partnerships, granting content creators access to archival content to encourage fan-driven engagement. Efforts to increase player visibility have led to creative social media approaches, aiming to resonate with broader audiences.
Spring training launches with new initiatives, notably MLB’s partnership with TikTok for more immersive baseball content, reflecting a shift in digital strategy. Internally, the league is building engagement by blending traditional content with fan-inspired creations and capitalizing on social media dynamics. Players like Mookie Betts are individually working to expand their presence through various platforms.
As the World Baseball Classic begins, themes like immersive ballpark nights are being used to attract diverse fanbases. However, MLB’s reliance on social media remains a concern as it’s a low-barrier entry point for new fans compared to costly streaming subscriptions or attending games in person.
Negotiations loom as the collective bargaining agreement’s expiration approaches, with key issues like a potential salary cap potentially disrupting the season. Despite strides made, MLB faces the challenge of not just maintaining current attention but embedding baseball into broader cultural consciousness over time.