MBL and Gen Z

MBL and Gen Z: The Campaing Strategy

Baseball has a rich history, so we’ll tell you the relationship between MBL and Gen Z. Its tradition presents a challenge to modernizing its image and attracting a younger fan base. According to Sports Business Journal, the average age of an MLB viewer is 57. Only 32% of Gen Z identifies as a fan of Major League Baseball.

The Phillie Phanatic is enlisting additional baseball enthusiasts in this year’s Opening Day advertisements.

However, more members of this generation follow esports than professional baseball. The league partnered with Wieden+Kennedy to launch a campaign called “Baseball Is Something Else.”

The three-spot campaign celebrates modern Opening Day. In addition, celebrates Aaron Judge’s 62 home runs in 2022. It celebrates the league’s various hot dog offerings. MLB and W+K determined the sport’s most attractive elements by reviewing its core attributes. The attractive elements of the sport are charm in details, traditions passed down, dynamic nature, and behind-the-scenes planning.The campaign highlights these elements to attract a younger, more diverse audience.

MLB and W+K’s campaign uses an inclusive approach to attract fans of all ages and backgrounds. The ads feature across various media platforms, including broadcast, cable, digital media, ballparks, Times Square, print, out-of-home, and experiential elements. By emphasizing the sport’s most inclusive features, the campaign seeks to bridge the age gap and win over Gen Z.

Moreover, baseball offers a unique experience that cannot be replicated in any other sport, with its history, stories, and larger-than-life characters. The “Baseball Is Something Else” campaign embraces these unique qualities and aims to make baseball a more attractive option for younger generations.