TikTok, MLB Expand Multi-Year Global Content Partnership

As players report to Spring Training, TikTok and MLB announce an expanded content partnership bringing baseball fans around the world closer to the game through exclusive content, creator access, and a player engagement initiative.

Baseball has become one of the fastest-growing sports communities on TikTok, with posts using #MLB growing nearly 60% in 2025 with over 10.7 million followers across MLB's global accounts. 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.

With 85% of fans using TikTok as a second-screen experience during live events, @MLB is tapped into the platform's powerful sports community, sharing behind-the-scenes content, fan-inspired videos, and spotlighting unique moments for millions of fans around the world. 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. The league's international TikTok accounts (@mlbespanol, @mlbeurope, @mlbjapan, @mlb_korea, @mlbmexico) will continue delivering localized content that celebrates the diversity of today's game.

The expansion of our TikTok partnership will showcase even more great baseball content to audiences of all ages on its popular platform, says Kenny Gersh, MLB Executive Vice President, Media & 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.

This 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 during the early days of Spring Training. 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. The TikTok Lounge, which will also be at the upcoming MLB Player House in Miami, represents MLB and TikTok's commitment to empowering athletes to tell their own stories and grow their personal brands beyond the field.

Baseball culture is exploding on TikTok, and this partnership reflects our shared commitment to meeting fans where they are and growing the game globally, says Rollo Goldstaub, TikTok's Global Head of Sport. TikTok GamePlan gives MLB the tools to turn fandom into measurable business results. 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.

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. MLB will continue to collaborate closely with TikTok and the creator community to bring key creators to share unique, behind-the-scenes experiences at select league events with the TikTok community.

Throughout the season, MLB will share thrilling highlights after every game, long form videos recapping each series, and weekly roundups showcasing the week's most exciting baseball moments. Fans can also search MLB' to access the robust MLB Hub, powered by TikTok GamePlan, which provides a unique second-screen experience featuring game updates, highlights, behind-the-scenes content, and creator perspectives - all designed to deepen engagement and drive tune-in to live games.

LINK:	https://www.sportsvideo.org/2026/02/26/tiktok-mlb-expand-multi-year-gl...
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