TikTok, MLB Tap into Growing Baseball Fandom with Expanded Content Tie-Up

TikTok and MLB expanded their partnership with a dedicated MLB Hub, creator access, and player initiatives. Posts using #MLB grew nearly 60% in 2025, tapping into surging global baseball fandom.

TikTok and Major League Baseball are deepening their partnership ahead of the 2026 season, launching new initiatives designed to capitalize on baseball's surging popularity on the platform. Posts using the hashtag #MLB grew nearly 60% in 2025, and MLB's various global accounts have amassed more than 10.7 million followers. During last year's World Series, views on MLB's international accounts surged 426% in Japan and 710% in Korea year over year.

Central to the partnership is MLB's integration with TikTok GamePlan, a product suite designed to help sports partners drive discovery and deepen engagement. Through GamePlan, MLB will expand its reach to baseball communities in Europe, Japan, Korea, Mexico, and beyond through specialized accounts including @mlbeurope and @mlbjapan.

The partnership introduces a dedicated MLB Hub within TikTok, serving as a one-stop destination where fans can access game highlights and creator perspectives. This initiative taps into TikTok's research showing that 85% of fans use the platform as a second-screen experience during live events.

During Spring Training, TikTok hosted an exclusive lounge at the MLB Player House in Arizona, where sports creators worked directly with major leaguers to co-create authentic content. For the first time, select TikTok creators will gain access to MLB's archival content, enabling them to remix historic baseball moments for modern audiences, deepening connections with Gen Z and Alpha demographics.

"Baseball culture is exploding on TikTok," said Rollo Goldstaub, TikTok's Global Head of Sport. Kenny Gersh, MLB Executive Vice President, added that TikTok "provides a valuable opportunity to further build the increasing worldwide excitement surrounding MLB and its diverse group of international superstars."

Throughout the season, MLB will share highlights after every game and weekly roundups showcasing the most exciting moments. The expanded partnership represents MLB's strategic shift toward meeting younger, diverse fans where they already spend their time.