TikTok and Major League Baseball (MLB) have announced an expanded multi-year content partnership aimed at growing baseball’s global audience through exclusive content, creator access, and a new player engagement initiative.

The deal includes access for select creators to MLB’s current and archival content. MLB will also collaborate with TikTok to bring creators behind the scenes for select league events throughout the season.

According to the announcement, posts using #MLB grew nearly 60% in 2025, with MLB’s global accounts accumulating over 10.7 million followers on TikTok. During the 2025 World Series, MLB’s international accounts recorded year-over-year view surges of 426% in Japan and 710% in Korea.

TikTok’s internal research, commissioned by TikTok in collaboration with Ipsos in September 2025, found that 85% of fans use the platform as a second-screen experience during live events.

GamePlan Integration

MLB will use TikTok GamePlan, a product suite designed to help sports partners drive discovery, engagement, and business results, to expand its reach into baseball communities in Europe, Japan, Korea, Mexico, and other markets through its localized international accounts.

“TikTok GamePlan gives MLB the tools to turn fandom into measurable business results,” said Rollo Goldstaub, TikTok’s Global Head of Sport.

Kenny Gersh, MLB EVP of Media and Business Development, said the partnership “will showcase even more great baseball content to audiences of all ages.”

Creator and Athlete Initiatives

TikTok hosted an exclusive lounge at the MLB Player House in Arizona during Spring Training, where a sports creator worked with players to co-create content. A second activation is planned for the upcoming MLB Player House in Miami.

Throughout the season, MLB will post game highlights, series recaps, and weekly roundups on the platform. Fans can search “MLB” to access the MLB Hub, a dedicated destination featuring game updates, highlights, and creator content.