MLB

The London Series

BRIEF

The 2019 MLB London Series was a moment in sporting history: the first ever Major League Baseball games played in Europe. The challenge was exciting a whole new generation of fans outside of the US whose knowledge of baseball - before now - often extended just to a Yankees logo on a cap.

STRATEGY

We Are Social and MLB engaged in a comprehensive year-long programme of content and on-the-ground events, culminating in the London Series themselves, in order to engage fans about the sport and culture surrounding it. We created a pathway to MLB for a new audience that drew on the cultural legacy of the game, inspired local audiences and established London as a benchmark host city.

EXECUTION

On social, engaging stories of music, food, sport and style from Boston and New York enabled a captivated UK audience to build affinities towards the two teams in the lead up to events.

A full-scale social production from London Series provided fans with an AAA view of the event, all turned around live and on-the-day.

Play Ball Park game days saw 10,000 people try baseball in batting cages, pitching tunnels and receive mini clinics from coaches.

A Softball60 Exhibition game showcased MLB’s new accessible format of baseball, featuring teams from Invictus Games, TrackMafia and Berlin Braves

  • Activity on social generated 2.2bn earned impressions and 13.95 million social media impressions. The MLB London Series increased their followers on Instagram, Twitter and Facebook by over 100% in just a week.
  • The event sold out quicker than Glastonbury, with a record-breaking 118,000 tickets sold in under 30 minutes.
  • The event hashtag #LondonSeries trended on Twitter not only in the UK, but the US and globally. There were over 120,000 #LondonSeries hashtag uses over the weekend.

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