Major League Baseball Collaborates with TikTok for Expanded Content
Major League Baseball (MLB) has recently announced its plans to increase its presence on the popular social media platform, TikTok. This move, announced just in time for spring training, signals a partnership between the two entities aimed at expanding baseball content on the platform. This partnership includes the creation of an MLB hub within the TikTok app and integration of more influencers to boost the league’s presence.
A Surge in Popularity for MLB and TikTok
The timing of this partnership follows a particularly significant season for the MLB. Last fall, the World Series saw a surge in viewership, with the Los Angeles Dodgers defeating the Toronto Blue Jays in a gripping seven-game series with extra innings. This event attracted a diverse, international audience, contributing significantly to the cultural importance of the season.
Simultaneously, TikTok has been experiencing its own rise in popularity. According to the company, posts including the hashtag #MLB saw a 60% increase in 2025. Further evidence of the platform’s international reach, views on accounts targeting Japanese and Korean audiences also saw a noticeable increase during the World Series.
TikTok as the “Second Screen” and Its GamePlan
TikTok is positioning itself as the “second screen” for baseball fans, catering to those watching games live or those recording their reactions to games they aren’t watching. The in-app MLB hub will feature game highlights, updates, and a glimpse behind the scenes from creators. This integration, known as GamePlan, was announced in December. Interestingly, other platforms such as X and Google Search have similar live game features.
This isn’t TikTok’s first venture into sports integration, as it has previously partnered with other sports leagues, including FIFA. However, the partnership with MLB seems to be more robust than previous collaborations.
The Role of Fan-Generated Content and Creators
Fan-generated content has proven to be a crucial element of sports on TikTok, with the company reporting engagement rates equal to those from official accounts. It’s clear that fans, and even casual viewers, have a knack for promoting MLB to their niche audiences. As part of the partnership, TikTok plans to tap into this potential by involving content creators to amplify MLB’s presence on the platform. These “selected creators” will have access to MLB archives to create content, a significant move considering the league’s past strict stance on copyright claims.
MLB’s Shift in Strategy
MLB Commissioner Rob Manfred expressed last year the league’s realization that their initial strategy of moving everything to their platforms was not effective. “You have to go where the people go,” Manfred stated, acknowledging the need for MLB to adapt its approach to audience engagement. Currently, one of those places is TikTok.
With the growing popularity of both MLB and TikTok, this partnership is promising for both entities. It offers an innovative way to engage audiences, particularly the younger demographic, and expand the reach of baseball content.
