The World Cup is “providing a boost in attendance and pageantry” across MLB cities, according to Cody Stavenhagen of THE ATHLETIC. For the teams near World Cup host cities — the Blue Jays, Braves, Red Sox, Rangers, Astros, Royals, Dodgers, Angels, Marlins, Yankees, Mets, Phillies, Mariners and Giants — these events have been “more than spontaneous occurrences.” They have come as a result of “months of outreach and planning.” In the fall, MLB and these clubs began “hosting video calls to share ideas and best practices” and the calls “ramped up around the holidays.” Teams also began “devising their own promotions and ticket packages.” The day the Tartan Army marched outside Fenway Park, the Red Sox hosted “Scotland Day,” an “extension of the team’s prior efforts to recognize diverse heritage groups across New England.” The Rangers “purchased billboards all across the metroplex in five different languages promoting the Rangers and their futbol themed promotions.” They launched a website, Rangers.com/FIFA, also translated in five languages. The team also “bought up space in Dallas Hotel Magazine and scheduled a host of promotions.” Additionally, the Rangers began “reaching out to influencers within the fan bases of the countries playing across the street.” Throughout MLB, broadcasts have “leaned into the spectacle of international fans flocking to their parks, many of them seeing a professional baseball game for the first time” (THE ATHLETIC, 6/29).
