The partnership between TikTok and MLB is bringing more baseball to the platform

Major League Baseball wants more of a footprint on TikTok. Just in time for spring training, the two companies announced Tuesday that they are partnering to expand baseball content on TikTok, including creating an MLB hub in the app, and of course, bringing on more influencers.

Baseball returns after Cannes season Especially culturally relevant. Last fall’s World Series had its highest viewership in years, and a growing global audience turned out to watch the Los Angeles Dodgers beat the Toronto Blue Jays after seven games and overtime innings. There’s been a surge in interest in TikTok, too: The company says posts including #MLB increased 60 percent in 2025, and views on international accounts of Japanese and Korean fans spiked during the World Series.

TikTok aims to be a “second screen” for people watching games live, or for those logging into a game they’re not watching. The MLB Hub built into the app will contain highlights, game updates, and “behind-the-scenes content and creator perspectives” (other platforms like X and Google Search have similar live game features). TikTok has partnered with other sports leagues in the past: FIFA will do the same Use similar features on the platform During this summer’s World Cup, despite that deal It seems to be more powerful From MLB Partnership. It was a TikTok sports integration called GamePlan Announce In December.

Fan-generated content is a key part of sports on TikTok – the company He said They pay equal participation rates as official accounts do, and As I wrote after the World Seriesfans and even casual viewers are really good at promoting MLB to their niche audiences. It’s no surprise, then, that the TikTok partnership is tapping content creators to boost MLB’s presence on the platform. Creators Choice will get access to MLB archives to create content — which is notable considering what the league has been like in the past She was aggressive with copyright claimsaccording to the creators.

“The problem is we got to this thing where we thought we could move everything to our platforms,” Rob Manfred, MLB commissioner, said. He said last year. He said the league realized this was the wrong tactic. “You have to go where people go.” Right now, TikTok is one of those places.