Wieden+Kennedy's First Work for MLB Highlights the League's Biggest Selling Points

Just before Opening Day, 'Baseball Is Something Else' focuses on the game's most inclusive aspects

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

Nostalgia is both baseball’s brand and its burden. Major League Baseball’s marketers are trying to make it more of the former and less of the latter.

In 2017, Sports Business Journal put the average age of an MLB viewer at 57. While the league has used streaming, social media and other tools to bring younger audiences to the game, Morning Consult found that just 32% of Gen Z (ages 13 to 23) identify as Major League Baseball fans—compared to 50% of U.S.

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