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“If you build it, they will come.” That may have worked for Kevin Costner, but Major League Baseball (MLB) can no longer afford to follow the “Field of Dreams” theory. Baseball has been a cornerstone of American culture since the 1800s, but it appears America’s pastime has lost its mojo.
As the new season begins, the lessons of last season still hang in the air. If the 2022 World Series’ low ratings taught us anything, it’s that people need new ways to relate to and connect with baseball. And TV viewership isn’t baseball’s only problem; attendance also continues to drop.
That waning fan attention threatens critical sponsorship dollars that sustain the league. While the MLB touted a 5% increase in sponsorship dollars last year, they pull in nearly half of what the NFL and NBA command. The NHL is knocking on the MLB’s door and the MLS, a league formed over one hundred years after the MLB, commands half of what the MLB generates. It also increased the number of sponsor brands by 25% last year.
As a league, the MLB hasn’t invested in developing a new generation of fans. While it ranks fourth among the most popular sports with Gen Z, it’s double digits away from the NBA and NFL. Baseball only edges out newer competitors like eSports and UFC by a point or two.
It’s safe to say the relevance of America’s pastime is waning and is ripe for reinvention. And marketing holds the key.
Give people stories to root for
Historically, baseball is full of stories and great characters. From the 2004 Red Sox “bunch of idiots” to “Billy Ball,” baseball is best when fans have a story to root for. By putting human stories at the center of baseball, the MLB has the potential to build buzz among the American general audience rather than limiting it to baseball fans.