“Our goal is to empower these creators, give them more access, and help them grow. They can do so much, from a storytelling standpoint. But then, yes, it is our players too,” Gidari said. “It is getting them comfortable being on this platform, understanding that they all bring something unique and different, and that it doesn’t have to be daunting or imposing to create a TikTok.”
Through showcasing highlights globally, sharing long-form videos, and giving fans access to the MLB Hub, the partnership is designed to deepen fan engagement and drive tune-in, according to Alex Cadicamo, vp, media business development and strategy, MLB.
“We know fans—young fans, especially, diverse fans—are spending a lot of time on TikTok, and we want to find a way to make sure they know where to find our live games as well,” Cadicamo said. “That’s in a bucket of innovation and products and other areas that we’ll collaborate.”
Amid growing audience fragmentation in the age of streaming, Cadicamo says league initiatives are going well beyond TikTok, as the MLB aims to simplify the viewership process.
“We’re looking at our MLB-owned and operated products, our social media relationships, and basically saying, ‘How can we make this as easy as possible for fans?’”
