Just in time for spring training,
Major League Baseball is expanding its content partnership with TikTok. 

The goal is to bring baseball fans around the world closer to the game through exclusive content,
creator access, and a player engagement initiative.

“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,” per Adweek. 

As part of the expanded
partnership, select creators will gain access to MLB’s current and archival content, enabling them to tell baseball stories in fresh, creative ways that resonate with the TikTok community. 

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“Baseball is coming back after a season that was especially culturally relevant,” according to The Verge. “The World Series last fall had its highest viewership in years, and
an increasingly international audience tuned in to watch the Los Angeles Dodgers beat the Toronto Blue Jays after seven games and extra innings.”

Baseball has become one
of the fastest-growing sports communities on TikTok, with posts using #MLB growing nearly 60% in 2025 with over 10.7M followers across MLB’s global accounts. And 85% of fans using TikTok as a
second-screen experience during live events.

During the 2025 World Series alone, MLB’s international accounts saw explosive growth – with views surging 426% in Japan and 710%
in Korea year-over-year — highlighting the sport’s expanding global footprint on the platform.

Through TikTok GamePlan — a comprehensive product suite
designed to help sports partners drive discovery, deepen engagement, and deliver measurable business results — MLB will expand its reach to baseball communities in Europe, Japan, Korea, Mexico
and beyond. TikTok GamePlan launched in January, according to
MediaDailyNews.  

During spring training, TikTok hosted an exclusive lounge in the MLB Player House, a custom setup in the Arizona desert where the League
provides unique opportunities for players. 

TikTok’s lounge featured a sports creator hosting activities and working with players to co-create engaging content that
helps connect Major Leaguers with more fans on the platform. 

“In between fine-tuning their swings and fielding grounders, roughly 50 big leaguers spent part of
their spring training last week learning from TikTok employees and creators about how—and why—they should spend additional time with the app this season,” according to Sportico. “Within the span of 20 minutes, 25-year-old
Athletics outfielder Lawrence Butler was brought up to speed on some tactics to generate more followers (he has more than 50,000 on Instagram but just over 3,000 on TikTok) and squeezed in a
collaboration with one of the pro TikTokers on site.”