Major League Baseball is in a great spot, but it could be heading toward a work stoppage once the season is over. MLB saw the most viewers for Game 1 of the 2025 World Series, averaging 32.6 million combined viewers across the United States, Canada, and Japan, the most since Game 7 of the 2016 World Series.
Despite the potential of a work stoppage in 2027, teams are doing what they can to reach new fans. One way that teams have been trying to attract new fans is by investing in content creation.
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MLB teams are investing in internal creative studios
Apr 1, 2026; Seattle, Washington, USA; Seattle Mariners catcher Cal Raleigh (29) hits a RBI single against the New York Yankees during the eighth inning at T-Mobile Park. Mandatory Credit: Steven Bisig-Imagn Images
The Seattle Mariners have invested in an internal creative studio to attract more fans. The Mariners released shorts (commercials) throughout spring training to promote the team online.
One short had All-Star catcher Cal Raleigh dress as a fictional character, “Hal Baleigh.” The Mariners were inspired by a similar gag done 14 years ago by Mariners legend right-hander Felix Hernandez. Hernandez portrayed a character named “Larry Bernandez.”
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According to Dan LaTorraca, Marketing Director for Zoomph (a sponsorship performance platform), paid media campaigns are not the way to bring in new fans, but more “organic content” will.
“Any of these [MLB] teams could’ve reached the same size audience with paid media campaigns, but reach does not create fandom,” LaTorraca said to Mike Mazzeo of Sports Business Journal. “Organic content like this builds a deeper connection with fans, humanizes players and creates a sense of pride while building excitement.”
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The Los Angeles Dodgers generated $101 million in social media value in 2025 and had over 2.51 billion impressions and 122 million engagements, per Sports Business Journal. Zoomph defines social value as “the total estimated media value of a social post, based on impressions, video views and engagements, which represents the equivalent cost required to reach the same audience through paid advertising.”
This story was originally published by Athlon Sports on Apr 6, 2026, where it first appeared in the MLB section. Add Athlon Sports as a Preferred Source by clicking here.