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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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