Major League Baseball's Opening Day collection on the American side is this week, and Major League Baseball's top marketers say the fandom is softer after a season in which the pitch clock moved games an average of 20 minutes earlier and attendance increased by 9.6%. He said that some of the measures are as follows: is also on the rise.
According to the recent YouGov Brand Index, MLB's “Brand Relevance” metric rose 20% last year, with January data showing an additional 5% increase. Perhaps even more important than increased ticket sales is who is buying those tickets. Karin Timpone MLB's executive vice president and chief marketing officer said Gen Z and Millennials are seeing an increase in ticket purchases.
“Part of it is still post-pandemic unlocking, and we're seeing that everywhere, but especially as we're spending a lot more on balancing on new platforms to grow younger, more casual and more engaged fans. The increases in these sectors are very meaningful,” she said. “Our broadcast and streaming partners are also going after those groups, so we look forward to building that national audience together.”
Actors will lead MLB's marketing efforts this season bryan cranston ('Breaking Bad' and 'Malcolm in the Middle') return with a season-opening campaign.
This season's new MLB promotional spot featuring actor Bryan Cranston will be released this week.MLB
“Anything Can Happen” is a collaboration between MLB internal personnel and jimmy kimmel's Kimmelot Entertainment agency.
Last year, Cranston helped introduce rule changes that included a pitch clock. Mr. Cranston is now touting a message that marketers in all walks of life have been conveying in different ways for as long as advertising has existed. It's “new and improved.”
Timpone explained: Cranston offers the perfect sweet spot for die-hard fans and casual fans. And last season he showed great performance for us in both areas. He's a total fan and it shows. ”
Promotional spots announced this week will showcase MLB talent, including MVP ronald acuña and Shohei Otani2023 National League Rookie of the Year Corbin Carroll and Cincinnati Reds phenom Elie Delacruz.
The 10-second spot focuses on the nature of baseball's famous generations and the influence of Latino players.
In addition to regular MLB Asset media, the campaign will be rolled out across paid media including March Madness, entertainment programming, paid digital and social channels, connected TV, podcasts and influencers. “All of these things are becoming more important to us in many areas. Throughout the season, we continue to drive player storytelling, whether it's on the field or lifestyle-centered, and we continue to do so with the flu. Encer is one of the best ways to do that,” Timpone said.
Digital/experiential push expands in late April with MLB-branded “Ballpark Bites” baseball-inspired menu available on popular food delivery apps like Uber Eats and DoorDash in nearly 400 markets We plan to be able to do so. The menu includes Philadelphia cheesesteaks, LA Street Dogs, donut holes, cream cheese icing, and his baguette balls with caramel sauce.
The food will be available in “MLB Ballpark Bites” packages, which will then be promoted throughout the season.
MLB is cooperating Virtual dining concept on the program. Sponsorship partnership for “Ballpark Bites” is pending.
Marketing elements include “Ballpark Bites” trucks installed at MLB venues and other high-traffic MLB market areas across the U.S., which “let people know we're back and that they're excited to eat at the ballpark.” It reminds me of how much I love it,” Timpone said.
Terry Lefton can be reached at tlefton@sportsbusinessjournal.com.
