Major League Baseball
Major League Baseball
How to engage the next generation of fans?
Major League Baseball wanted to grow the next generation of baseball fans through purposeful kids content. However, without deep expertise in children’s media and development, they lacked clarity on what truly resonates with young audiences. We helped by uncovering key insights, co-creating a content strategy and guidelines, and shaping actionable creative concepts that bring baseball closer to kids.
Our work enabled MLB to launch new kids content (like No Easy Outs on YouTube) and prepared a slate of formats and production briefs that will shape MLB’s kids strategy through 2026.
We uncovered what makes baseball click with kids
In a world of endless entertainment, baseball competes not just with other sports, but with screens, stories, and scrolls. To understand what truly engages kids today, we spoke with families across the U.S. and with MLB’s internal teams. Through insights and a workshop at MLB’s New York headquarters, we explored how kids discover baseball, what excites them, and where barriers to fandom exist. These insights revealed new ways for MLB to spark curiosity and bring the game’s energy into kids’ everyday worlds.
We turned insights into content kids actually care about
Building on these insights, we helped MLB’s internal team set a creative direction and develop content ideas designed to make baseball feel fresh, relatable and meaningful for kids. From the animated No Easy Outs series on YouTube to the MLB × Rebel Girls partnership, our collaboration inspired new ways to tell baseball’s stories — blending excitement, emotion, and inclusivity to connect with the next generation of fans.
