MLB Swings for the Fences With Expanded TikTok Content Deal

Major League Baseball and TikTok are expanding their content partnership, a direct play to engage a younger, international fanbase by boosting exclusive content and empowering athletes to become creators on the platform.

• The scoreboard talks: The strategy builds on serious momentum. Posts using the #MLB hashtag grew by nearly 60% in 2025, while viewership during the World Series surged 426% in Japan and 710% in Korea. With more than 10 million followers across its global accounts, the league is tapping into a reported 85% of fans who use the app as a second-screen experience during games.

• Turning players into creators: The partnership hinges on turning athletes into influencers. During Spring Training, TikTok hosted a lounge to coach players on building their personal brands, a direct appeal to a generation that follows individuals over teams. The strategy is powered by TikTok’s "GamePlan" suite, which provides a central hub for game updates, highlights, and behind-the-scenes content.

This expanded deal shows MLB is increasingly willing to trade traditional broadcast eyeballs for digital engagement on platforms where its future fanbase already lives, betting that creator culture is the key to long-term relevance.