TikTok and MLB Expand Global Partnership to Engage Fans Worldwide

Major League Baseball (MLB) and TikTok are deepening their multi-year partnership, aiming to broaden the sport’s global reach and enhance fan engagement through exclusive content, increased creator access, and a dedicated player engagement initiative. The collaboration leverages TikTok’s new TikTok GamePlan suite of tools, designed to help sports partners drive discovery and deepen engagement.

Expanding Global Footprint

The expanded partnership will focus on reaching baseball communities in Europe, Japan, Korea, Mexico, and beyond. MLB’s international TikTok accounts – @mlbespanol, @mlbeurope, @mlbjapan, @mlb_korea, and @mlbmexico – will continue to deliver localized content celebrating the diversity of the game. This strategy comes after significant growth in international viewership during the 2025 World Series, with views surging 426% in Japan and 710% in Korea year-over-year .

TikTok GamePlan and Dedicated MLB Hub

A key component of the expansion is the implementation of TikTok GamePlan, a comprehensive product suite providing analytics and tools to understand fan behavior and identify trending conversations. MLB will establish a dedicated MLB Hub within TikTok, offering fans access to game highlights, “best of” moments, creator perspectives, official accounts, schedules, leaderboards, and ticket purchasing options .

Creator Collaboration and Player Engagement

The partnership will also grant select creators access to MLB’s current and archival content to enhance their baseball-related stories. MLB is collaborating with TikTok to provide creators with behind-the-scenes access to select league events. The league is actively involving players, offering content creation education and activations, including a content creation space at the MLB Player House during Spring Training .

Growing Baseball Fandom on TikTok

Baseball has experienced substantial growth on TikTok, with posts using #MLB increasing nearly 60% in 2025. MLB’s global accounts have amassed over 10.7 million followers . Notably, 85% of fans reportedly use TikTok as a second-screen experience during live events , highlighting the platform’s role in modern sports consumption.

Strategic Implications

“The expansion of our TikTok partnership will showcase even more great baseball content to audiences of all ages on its popular platform,” said Kenny Gersh, MLB Executive Vice President, Media & Business Development . This collaboration reflects a broader trend of sports leagues leveraging social media platforms to connect with fans and expand their global reach.