MLB Steps Up to the Plate with TikTok: A Modern Ballgame for Fan Engagement
Hall of Famer Ted Williams famously said, “Hitting a baseball is the hardest thing to do in sports.” But today’s MLB players face a different kind of challenge: mastering the art of the TikTok video. A recent spring training initiative saw roughly 50 big leaguers receiving instruction from TikTok employees and creators, signaling a major shift in how the league approaches fan engagement.
From the Diamond to the Digital World
The partnership between MLB and TikTok, which began in 2023, is expanding. The league is focused on ensuring highlights are readily available on the platform, alongside more casual content. Posts using the #MLB hashtag grew by 60% in 2025, demonstrating the platform’s growing influence within the baseball community. This year, TikTok is also being utilized to direct fans to live game broadcasts.
Players like Lawrence Butler of the Athletics are quickly learning the ropes. After receiving assistance from TikTok pros, Butler plans to share insights into MLB life with his followers. Cubs third baseman Alex Bregman launched his TikTok account during the spring training sessions, while Mariners center fielder Julio Rodriguez, already boasting around 200,000 followers, used the opportunity to create new content.
Why TikTok? Reaching a Younger Audience
MLB recognizes the potential of TikTok to connect with younger consumers. The platform isn’t just about dance challenges anymore; it’s a powerful tool for building personal brands and fostering a deeper connection with fans. TikTok’s global sports partnerships lead, Kat Marquez, noted that players often hesitate because they believe content needs to be highly polished, but “their existing interests… are exactly what works on TikTok.”
MLB VP for social media and innovation, Cameron Gidari, emphasized the evolution of the league’s social media strategy. It’s moved beyond simply posting scores and highlights to viewing social media as a “growth area.” The goal is to help players find their “very specific lane” on the platform.
Overcoming Hesitations and Finding a Niche
Many players initially perceive TikTok as solely a platform for dance videos. However, the league is demonstrating the platform’s versatility. Bryce Harper’s page, with 589,000 followers, serves as a model, showcasing a mix of baseball clips and personal interests like fashion, cooking, and family life. Simple photo carousels, utilizing existing imagery, can also be effective.
Diamondbacks shortstop Geraldo Perdomo actively engaged with the TikTok training, even offering to mentor other players. He demonstrated the platform’s potential by recording content and going live.
TikTok’s Future in Sports: Beyond Baseball
The MLB’s embrace of TikTok reflects a broader trend across professional sports. Teams and leagues are increasingly recognizing the importance of short-form video content in reaching new audiences and building brand loyalty. The success of MLB’s initiative could pave the way for similar programs in other sports.
FAQ
Q: Is TikTok only for entertainment?
A: No, TikTok is evolving into a powerful marketing and engagement tool for businesses and organizations, including professional sports leagues.
Q: Do players need to be social media experts to succeed on TikTok?
A: Not at all. MLB and TikTok are emphasizing that players can leverage their existing interests and personalities to create engaging content.
Q: What kind of content performs well on TikTok?
A: A mix of behind-the-scenes glimpses, personal interests, and trending video formats can be effective.
Q: What is MLB doing to help players get started on TikTok?
A: MLB is providing training sessions with TikTok experts and offering access to creators to help players develop their content strategy.
Did you know? TikTok finalized a deal in January to create a new American entity, addressing concerns about a potential U.S. Ban.
Pro Tip: Don’t overthink it! Authenticity is key on TikTok. Share your passions and let your personality shine.
Want to learn more about how MLB is leveraging digital platforms? Explore our other articles on sports marketing.
