During the build-up to LeBron James breaking Kareem Abdul-Jabbar’s scoring record, the NBA did not waste any opportunities to tell this story and build interest in casual fans and die-hards. The league stoked the fire with every game leading up to the record-breaking night. And then, they stopped the game to bask in the moment.
The league knew it was special. They wanted others to know it was special, too.
Interestingly, while the World Series ratings were dismal, the pennant races were the most-watched in the U.S. for the past five years. Why? Because there were stories to be told. For instance, the Seattle Mariners ended the longest active playoff drought in North America last year … with Julio Rodriguez, the contender for the HomeRun Derby as a rookie. Beyond that, look at moments created by players like Aaron Judge, who by October of last year, had surpassed every Yankees’ home run record for the season—passing Babe Ruth, Mickey Mantle and Roger Maris.
Baseball is a data-driven game, meaning stories big and small should be plentiful. I recently read that Steph Curry is three times more likely to miss back-to-back free throws than Mike Trout is to swing and miss three times in the same at-bat. With a little added context, we’ve made a somewhat dull batting stat relatable because that’s what stories do. They offer access points for people. The right stories can motivate people to lean in to baseball again.
Tap into the star power
Gone are the days of Big Papi, A-Rod, Johnny Damon, Ken Griffey Jr. and Derek Jeter. Other professional sports leagues have leaned into the unique personas of their players, providing access points for people to connect on a personal level. Today, baseball needs more star power.
The MLB is full of young talents like Julio Rodriguez and Ronald Acuna, both full of personality off the field. In comparison, the NBA has celebrated the personal pursuits of Steph Curry, Damien Lillard and Pat Beverley. The NFL got behind DK Metcalf when he wanted to become an Olympian and embraced Gronk’s quirk. On a more strategic level, the league’s “My Cause My Cleats” campaign encourages athletes to put their personalities on display.
The MLB isn’t just a league of players; it’s a league of people. Letting players have a little fun is critical to keeping fans invested emotionally. From touchdown dances to Steph Curry’s “night night celebration,” competing sports leagues have figured out how to promote what fans love about the game and the players.
While it’s up to the players to embrace their celebrity, it’s also on the league to encourage it. Give the fans behind-the-scenes action, lean into the walk-up song tradition with a Spotify playlist featuring each player’s walk-up song and create content around what makes it theirs. Get the fans emotionally involved with their favorite players to keep them coming back.