TikTok and MLB have several new initiatives on deck as part of an extended partnership ahead of the 2026 season.
The two organizations already had an extensive partnership, including various sponsorships and MLB’s participation in Pulse Premiere, a TikTok offering that places ads directly after content from premium publishers. Now, TikTok and MLB’s partnership is deepening through new content and initiatives, including global expansion through TikTok GamePlan, a dedicated MLB Hub, and exclusive creator access.
“MLB has been one of our most leaned-in partners over the years. They understand the platform, and we’ve been able to work together to grow baseball across the world on TikTok,” Kat Marquez, lead, global sports partnerships, TikTok, said. “We’re excited to deepen our relationship with them.”
The moves come on the heels of baseball becoming one of the fastest-growing sports communities on TikTok, according to the organizations, with posts using #MLB growing nearly 60% in 2025.
MLB will look to build on that momentum as it expands to TikTok GamePlan, where the league can use an in-app suite of tools to drive content and discovery across domestic and international markets, including Europe, Japan, and Mexico. That content will be supported by a dedicated MLB Hub, serving as a resource for fans searching “MLB” to access game highlights, “best of” moments, and creator perspectives.
According to TikTok Sports Messaging Research, 85% of fans use TikTok as a second-screen experience during live events, so the hub will help @MLB tap into that community worldwide.
“The beauty of baseball is that it is such a global sport. You walk into a clubhouse, and you hear English, different dialects of Spanish, Korean, and Japanese, all being spoken in the same place,” Cameron Gidari, vp, social media and innovation, MLB, said. “We want to bring to life how baseball is seen and played and celebrated in these different countries because that brings a lot of uniqueness. And frankly, it’s uniqueness that only baseball can offer.”
That global feel will extend across social media, as MLB gives select creators access to its current and archival content. Though the league will closely collaborate with TikTok to showcase behind-the-scenes experiences from creators, it’s also pushing to place content in players’ hands, while TikTok provides MLB stars with education through activations like a lounge at the MLB Player House during Spring Training.
