MLB & TikTok Expand Partnership to Global Markets | Sportcal

Major League Baseball (MLB) is deepening its relationship with TikTok, signaling a broader trend of sports organizations leveraging short-form video to reach new audiences and drive revenue.

The expanded partnership, utilizing TikTok GamePlan, will focus on expanding MLB’s reach into Europe, Japan, Korea, and Mexico. This move comes as TikTok solidifies its position as a key platform for sports engagement, with MLB-related posts increasing nearly 60% in 2025 and surpassing 10.7 million followers across global accounts.

The Rise of Second-Screen Sports Consumption

TikTok’s success in the sports arena isn’t simply about broadcasting highlights. 85% of fans are reportedly using TikTok as a second-screen experience during live events, highlighting a shift in how fans consume sports. This presents opportunities for leagues like MLB to offer real-time updates, behind-the-scenes content, and creator-driven perspectives that enhance the viewing experience.

Global Expansion and Localized Content

MLB’s strategy extends beyond the North American market. The League’s international TikTok accounts – @mlbespanol, @mlbeurope, @mlbjapan, @mlb_korea, and @mlbmexico – will continue to deliver localized content. The 426% surge in views in Japan and 710% increase in Korea during the 2025 World Series demonstrate the potential for growth in these key markets.

Creator Economy and Authentic Storytelling

Granting “select creators” access to MLB’s content archives is a strategic move to tap into the power of the creator economy. This allows for fresh, creative storytelling that resonates with the TikTok community and attracts new fans. TikTok reports that 59% of its sports content viewers find it more entertaining than the games themselves, emphasizing the importance of compelling content creation.

Beyond TikTok: BravesVision and Cardinals’ Digital Strategies

MLB teams are also investing in their own direct-to-consumer platforms. The Atlanta Braves’ launch of BravesVision, taking full control of their local broadcasts, and the St. Louis Cardinals’ expanded partnership with Bet365 for Cardinals.TV presented by Bet365, demonstrate a broader trend of teams seeking to own their media distribution and deepen fan engagement. These ventures aim to provide fans with more comprehensive coverage and personalized experiences.

The Convergence of Sports and Betting

The Cardinals’ deal with Bet365 highlights the increasing integration of sports betting into the fan experience. Embedding live odds and betting information directly into broadcasts is becoming more common, offering fans a seamless way to engage with the game and potentially monetize their passion.

What Does the Future Hold?

The convergence of sports, social media, and digital platforms is likely to accelerate. Expect to see:

• Increased investment in short-form video content: Leagues and teams will continue to prioritize platforms like TikTok and Instagram Reels.
• Personalized fan experiences: Data analytics will enable teams to deliver tailored content and offers to individual fans.
• Expansion of direct-to-consumer streaming services: More teams will follow the Braves’ lead and launch their own streaming platforms.
• Greater integration of betting and gaming: Sports betting will grow increasingly intertwined with the fan experience.

FAQ

• What is TikTok GamePlan? It’s a product suite designed to help sports partners drive discovery, deepen engagement, and deliver measurable business results on TikTok.
• How much did MLB-related posts grow on TikTok in 2025? They grew nearly 60% year-over-year.
• What is BravesVision? It’s the Atlanta Braves’ new multimedia platform, giving them full control of their local TV broadcasts.