MLB Expands Partnership with TikTok to Enhance Global Baseball Engagement

Major League Baseball (MLB) has announced an expanded multi-year partnership with TikTok aimed at increasing the sport's global appeal. This collaboration allows TikTok creators access to MLB's extensive content library, including both current highlights and archival footage. The partnership is designed to engage audiences in key international markets such as Japan, South Korea, and Latin America, where baseball has a strong following, as well as in emerging markets.

MLB gives TikTok creators access to content library in expanded partnershipMarketingDive

The partnership introduces several innovative elements, including lounges at MLB Player Houses where creators can interact directly with players. This initiative is part of TikTok's GamePlan product suite, which aims to enhance sports partners' engagement and discovery on the platform. MLB will also utilize TikTok to share game updates, behind-the-scenes content, and creator perspectives through a dedicated MLB Hub on TikTok. This hub will serve as a central location for fans to access game highlights, long-form videos, and weekly roundups.

MarketingDiveMLB gives TikTok creators access to content library in expanded partnership

The collaboration comes at a time when MLB is seeking to attract younger audiences. TikTok reports that posts using the #MLB hashtag grew nearly 60% in 2025, with MLB's global accounts amassing over 10.7 million followers. Notably, during the 2025 World Series, views on MLB's international accounts surged by 426% in Japan and 710% in South Korea year-over-year. Additionally, 85% of fans reportedly use TikTok as a second-screen experience during live events, highlighting the platform's potential to engage fans beyond traditional viewing methods.

MLB gives TikTok creators access to content library in expanded partnershipMarketingDive

Despite the positive outlook, there are concerns regarding the balance of content control. Historically, leagues like MLB have been cautious about sharing highlights on social media due to lucrative broadcasting agreements. Critics argue that while empowering creators may enhance engagement, it raises questions about whether this strategy will translate into increased viewership of full games on traditional networks like NBC or ESPN.

MLB gives TikTok creators access to content library in expanded partnership

Mark Cuban, a prominent sports figure, emphasized the importance of adapting to new media consumption habits, stating, “TikTok-like presentation of sports is the future of sports media.” This sentiment reflects a broader acknowledgment within the sports industry that engaging younger fans requires innovative approaches that diverge from traditional broadcasting.

MLB gives TikTok creators access to content library in expanded partnership

As the partnership unfolds, MLB will continue to share highlights and recap videos throughout the season. The effectiveness of this strategy in attracting new fans and enhancing the viewing experience remains to be seen, but it marks a significant shift in how MLB approaches content distribution in the digital age. The league's efforts to integrate with platforms like TikTok may play a crucial role in maintaining baseball's relevance among younger generations.

MLB gives TikTok creators access to content library in expanded partnership