Major League Baseball (MLB) and TikTok have announced an expanded content partnership as players arrive for spring training, aiming to provide fans with exclusive access and original content collaborations. This initiative is set to deepen fan interaction by leveraging the rapidly growing MLB community on TikTok.
Baseball’s presence on TikTok has surged, with posts tagged #MLB increasing by nearly 60% in 2025. The league’s global TikTok accounts now boast over 10.7 million followers. This growth reflects the expanding interest in the sport across various regions.
Significant Global Growth Highlighted During World Series
During the 2025 World Series, MLB’s international TikTok accounts experienced remarkable increases in viewership. Japan’s audience grew by 426%, while Korea saw a 710% rise compared to the previous year, underscoring baseball’s rising popularity in Asia.
The expansion of our TikTok partnership will showcase even more great baseball content to audiences of all ages on its popular platform,
said Kenny Gersh, MLB executive vice president of media and business development.
As a wide-reaching global platform, TikTok provides a valuable opportunity to further build the increasing worldwide excitement surrounding MLB and its diverse group of international superstars.
Enhancing International Reach with TikTok GamePlan
MLB will leverage TikTok GamePlan, a suite designed to amplify sports content discovery and engagement, to broaden its reach to baseball fans in Europe, Japan, Korea, Mexico, and other regions. The league will continue offering localized content through its international TikTok accounts to connect meaningfully with global audiences.
This spring, TikTok hosted a dedicated lounge in the MLB Player House in Arizona where a sports creator collaborated directly with players to develop unique content. This TikTok Lounge will feature again at the upcoming MLB Player House in Miami, providing more behind-the-scenes access.
Baseball culture is exploding on TikTok, and this partnership reflects our shared commitment to meeting fans where they are and growing the game globally,
said Rollo Goldstaub, TikTok’s global head of sport.
We’re providing a platform for fans to experience everything from walk-off celebrations to clubhouse moments, authentic storytelling and inside access they can’t get anywhere else.
Creator Access and Content Strategy for the Season Ahead
Select TikTok creators will receive access to both current and archival MLB content, enabling them to share rich baseball stories with the TikTok community. MLB plans to invite creators to league events to capture behind-the-scenes material, further connecting fans to the sport’s insider experiences.
Throughout the season, MLB will distribute highlights after each game, long-form videos summarizing series, and weekly recaps. Fans can explore the MLB Hub on TikTok by searching for “MLB,” gaining access to game updates, highlights, and exclusive content.
The partnership is backed by data showing that 85% of fans use TikTok as a second-screen during live sports events, indicating the platform’s importance in viewing habits.
The Partnership’s Potential Impact on Baseball’s Global Growth
This expanded collaboration between MLB and TikTok is likely to enhance the sport’s global footprint by combining MLB’s well-established fan base with TikTok’s dynamic content ecosystem. The approach promises to strengthen connections with younger audiences and international communities, potentially accelerating baseball’s worldwide popularity in the coming years.
