Major League Baseball’s stateside collection of Opening Days is this week, and the game’s top marketer says that after a season in which the pitch clock expedited games by an average of 20 minutes, and attendance jumped 9.6%, some of the softer measures of fandom are also trending up.
A recent YouGov brand index said MLB “brand relevance” metrics jumped 20% last year, with January data indicating another 5% jump. Perhaps even more telling than increased ticket sales is who is buying those tickets. Karin Timpone, MLB executive vice president and chief marketing officer, said ticket buying among Gen Z and millennials is on the rise.
“Some of that is still post-pandemic unlock, which we’re seeing everywhere, but those sectors increasing is really meaningful, especially since we’ve been spending more on balancing out on new platforms to grow those younger casual and avid fans,” she said. “Our broadcast and streaming partners are chasing those groups also, so hopefully we’ll build up a national audience together.”
Leading off MLB’s marketing efforts for the season is actor Bryan Cranston (“Breaking Bad” and “Malcolm In the Middle”) returning with a season-opening campaign.
“Anything Can Happen” is a joint effort from MLB internal talent and Jimmy Kimmel’s Kimmelot production company.
Last year, Cranston helped introduce rule changes, including the pitch clock. Now, Cranston is pitching a message that marketers of every stripe have been delivering in various ways as long as there’s been advertising: “New and improved.”
Explained Timpone: “It’s not just exciting — it’s better. Cranston hits the right sweet spot for avid fans and casual. And last season he performed well for us in both areas. He’s absolutely a fan and that shows.”
The promo spots, breaking this week, showcase MLB talent, including MVPs Ronald Acuña and Shohei Ohtani, 2023 National League Rookie of the Year Corbin Carroll and Cincinnati Reds phenom Elly De La Cruz.
Accompanying 10-second spots will focus on baseball’s famously generational nature, and the impact of Latino players.
Along with the usual MLB asset media, the campaign will be splashed across paid media, including March Madness, entertainment programming, paid digital and social channels, and connected TV, podcasts and influencers. “All of those are becoming more important for us in a lot of areas. Throughout the season, we’re continuing to push player storytelling and influencers are one of the best ways to do that, whether it’s on-field or lifestyle-focused,” Timpone said.
An expanded digital/experiential push later in April will see an MLB-branded “Ballpark Bites” baseball-inspired menu available on popular food delivery apps, such as Uber Eats and DoorDash, in nearly 400 markets. Menu items will include Philly cheesesteaks, L.A. Street Dogs, and the Ball Bucket: doughnut holes, cream cheese icing and caramel sauce.
The food will be delivered in “MLB Ballpark Bites” packaging, and subsequent promotions to be launched throughout the season.
MLB is working with Virtual Dining Concepts on the program; sponsor tie-ins for “Ballpark Bites” are pending.
Supporting marketing elements include “Ballpark Bites” trucks across the country at MLB venues and other high-traffic MLB market areas “to remind people that we’re back and how much they love ballpark food,” Timpone said.
Terry Lefton can be reached at tlefton@sportsbusinessjournal.com
