SPT 200 Final Project One Milestone Two

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5-2 Final Project One Milestone Two Draft of Communication Strategies and Sales and Marketing Edith Parker Southern New Hampshire University SPT-200- Sport Business Instructor: Casey Coots November 26, 2023

The Major League Baseball (MLB) is a professional baseball organization that play and have 30 different teams in the United States and in Canada. These teams compete for the highest trophy called the World Series. The MLB has grown over time with the technology being used in the modern day. Some of the media strategies to promote their brand are engaging with the fans and increasing its revenue. Media strategies that are currently employed by the MLB are as follows. Social media used for the MLB are Twitter (now X), Facebook, Instagram, Snapchat, and TikTok to connect with the MLB fans. By partnering with Twitter, the MLB can tweet out batting practice during the World Series (which is part of a media event #FreeBaseball campaign) and send these videos to the fans who follow them. The MLB also has its own channel on Snapchat, this is where some behind the scenes videos, highlights, and stories can be seen. Some of the other media strategies used are hashtags, contests, polls, and live streaming to interact with the fans and create a sense of community. MLB Fans Mobile App is a social networking app that is just baseball. This app lets the users create their own content, interact with other fans, and follow and be a part of baseball all year (Sixth City Marketing,2019). This app is good for Android and iPhone mobile phones. This app will allow fans to stay engaged in MLBs off season. Fans can post baseball memories, post images, game outcomes, speculate on rumors, teams and players (Sixth City Marketing,2019). MLB has also created an Individual Team Social Media Marketing, this includes Facebook, Twitter (X), Instagram, info graphs, recorded videos, live videos, GIFs, and hashtags. This is where the teams can share with the fans. The New York Yankees have the biggest following of 13 million fans.

MLB also has its own digital streaming online service, MLB.TV, here the fans can get out of the market game live or on demand. MLB partnered with YouTube TV, HULU, and Amazon Prime Video here the fans can watch selected games and channels. Also, the MLB has documentaries, series, and podcasts about baseball, and all produced by the MLB. There is international expansion which MLB plays games in different countries like Japan, Mexico, and the United Kingdom. MLB is working on playing games in China, India, and Brazil. The MLB is engaging fans and encouraging volunteerism in several different ways, MLB is redoing the MLB App specifically for the fan’s favorite team and players, to have personalized content and video highlights. The MLB has partnered with nonprofit organizations some are ALS National Organizations, Boys and Girls Clubs of America, Make-A-Wish Foundation, Stand Up to Cancer, Starlight Children’s Foundation, Wounded Warrior Project, Jackie Robinson Foundation, The Mission Continues, and several more. Fans are encouraged to donate or volunteer for these causes. The MLB is the oldest professional sports league in the United States. The pricing strategies for MLB are that they don’t want to have overpriced tickets, affordable ticket prices. The ticket prices are changed due to different factors which include demand, supply, weather, and opponents. The MLB has discounted tickets and promotions for students, military personnel, seniors, and family. MLB has made deals with 850 brands and more, Coca Cola, Nike, T- Mobile, and Bank of America. The products that MLB sells are at the games, online, different outlets, and retail stores.

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MLB consumers demographics, 53% of US residents between 13-64 have engaged with the MLB in the past year. Fans of the MLB are from all over the country. The age group 13-18 years of age has grown 5% from 2018 to 2022. The ages between 35-54 are the most engaged in the MLB. The target market is mostly of males ages 18 to 49. The sponsorship for the year 2017 is $892 million, sponsors retailers, car manufacturers, fast food industry, insurance, and food products. Some of the individual players have their own non- profit organizations that raise their own money for the players organizations. Team sponsorship revenue is increasing 23% this season to 1.5 billion, with 500 new sponsors adding to the list (Karlovitch,2023).

References: Baseball Marketing. (N.D.). Social Media Strategies that Knock it Out of the Park. https://creative.com/baseball-marketing-social-media/ Get Involved. (N.D.). MLB Together/ MLB.com https://www.mlb.com/mlb-together/getinvolved Kalovitch,Sara.(November 3, 2023). Marketing Dive MLB revitalized sponsorships and the sport- here’s what the numbers say. https://www.marketdive.com/news/mlb-revitalized-baseball-advertising-heres-what-the- numbers-say/698683 MLB. (September 21,2023). MLB uses Unique Social Media Strategy to Connect with online Audience. https://siles.psu.edu/burv/2021/09/21/mlb-users-unique-social-media-strategy-to-connect-with- online-audience/ Sixth City Marketing, (March 20, 2019). How the MLB Utilizes Social Media in its marketing. Sixth City Marketing. https://www.sixthcitymarketing.com/2019/03/20/how-major-league-baseball-utilizes-social- media-in-its-marketing-efforts/

SponsorPulse, (November 16, 2022). MLB Fan Demographies: Who’s engaging with the MLB in America. https://www.sponsorpulse.com/insights/mlb-fan-demographics-whos-engaging-with-the-mlb-in- america

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SPT 200 Final Project One Milestone Two

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