'); }); AU / NZ America Europe/UK Membership Login News Events Women in Sport Summit 2026 Women in Sport Futures Day 2026 Unmissable Sports Forum Unmissable Sports Lunch Networking View All Education Playa Power Data GlS QUT View All Membership News Australia / New Zealand Events Conferences Awards Networking View All Education Playa Power Data GlS QUT View All Membership Topics Brands Media & Broadcast Olympic Sponsorship Sports Tech Women’s Sport Show More Topics >> Sports Australian Rules Basketball Cricket Netball Rugby League Soccer (Football) Show More Sports >> Login Membership Home > Social Media > MLB and TikTok Expand Global Partnership Social Media, Sponsorship 3 min read MLB and TikTok Expand Global Partnership Written by MOS Editorial Team Published on 25 February 2026 As players report to Spring Training in Arizona and Florida, Major League Baseball (MLB) and TikTok have announced a multi-year content partnership designed to leverage the platform’s burgeoning sports community. The agreement focuses on exclusive creator access and a new player engagement initiative, aiming to convert viral “second-screen” moments into measurable commercial growth. The expansion comes as baseball establishes itself as one of the fastest-growing niches on the platform; content using #MLB grew nearly 60% in 2025. International engagement has been particularly explosive, with MLB reporting a 426% surge in views from Japan and a 710% increase in Korea during the 2025 World Series alone. Commenting on the partnership, MLB executive vice president of media & business development, Kenny Gersh, said: “The expansion of our TikTok partnership will showcase even more great baseball content to audiences of all ages.” “TikTok provides a valuable opportunity to further build the increasing worldwide excitement surrounding MLB and its diverse group of international superstars,” Gersh said. A primary focus for 2026 is the MLB Player House, a custom setup in the Arizona desert (and soon Miami) where TikTok has established an exclusive lounge. Here, dedicated sports creators work directly with Major Leaguers to co-create authentic content, helping players build their personal brands beyond the diamond. Expressing his enthusiasm about the partnership, TikTok’s global head of sports partnerships, Rollo Goldstaub, added: “Baseball culture is exploding on TikTok, and this partnership reflects our shared commitment to meeting fans where they are.” “TikTok GamePlan gives MLB the tools to turn fandom into measurable business results… from walk-off celebrations to clubhouse moments,” Goldstaub noted. Central to the expanded deal is the permanent integration of TikTok GamePlan, a bespoke strategic suite of tools launched globally in late 2025. The suite allows MLB to bridge the gap between short-form consumption and tangible business outcomes: For the first time, select TikTok creators will gain access to MLB’s current and archival content. This allows creators to “remix” historic baseball moments for a modern audience, a strategic move intended to deepen the connection with Gen Z and Alpha demographics. Throughout the season, the league will also share long-form recaps and weekly “best-of” reels to maintain year-round engagement beyond the 162-game schedule. Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today! . Melbourne Victory has secured a four-year technical kit and apparel partnership with prominent... The Fremantle Football Club has announced that the iconic West Australian smallgoods business... The Brisbane Bullets have announced a major partnership with homegrown activewear brand LSKD,... Join the most engaged community in the Sports Business World. Get all the latest news, insights, data, education and event updates. Your MVP in the Business of Sport. We play the game to add value to the Sports Business industry by delivering News, Insights, Education and Events. Join the most engaged community in the sports business world. Want to be part of the team? Subscribe for free to join today! Copyright © 2026 | Ministry of Sport | All Rights Reserved.
Curated by Taleb Kabbara · Source: ministryofsport.com