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Major League Baseball returns with the Trafalgar Square Takeover

10 June 2024

In partnership with Major League Baseball (MLB) we returned for the London Series: Trafalgar Square Takeover, a 3-day baseball fan festival over the 7th-9th of June. Once again transforming the iconic landmark into the ultimate baseball festival. With the New York Mets taking on the Philadelphia Phillies in a 2-game series at London Stadium, the third staging of the MLB World Tour: London Series.

MLB London Series: Trafalgar Square Takeover provided an opportunity for fans to experience MLB in the centre of the capital with baseball activities, ballpark food, MLB merchandise and a full programme of entertainment including live screening of both games of the MLB World Tour: London Series 2024 Presented by Zoom Workplace.

For another year, we teamed up with MLB to responsibly curate, craft and deliver the best of baseball culture in this epic 3-day event. At the centre of the festival was a new and improved version of The Cage, MLB’s unique, immersive digital baseball experience. 

Updating The Cage to use the latest ball tracking technology, the game gave visitors the chance to smash home runs in Trafalgar Square, hitting real baseballs that were then digitally visualised to soar across London’s Skyline. The dimension-defying experience blended real life and virtual gameplay, offering an interactive and memorable moment for a whole new generation of baseball fans. 

Rob Day, Business Director, Imagination said: “MLB Trafalgar Square Takeover is back in what is set to be another action-packed weekend of baseball culture. The event is free to enter and will feature global stars, big-screen content, MLB merch, the full ballpark food experience and much more. We are proud to work with MLB as we collectively strive for fresh new ways to enhance the fan experience. The evolution of The Cage is the latest in a 7-year relationship, where we work in partnership to push the boundaries to blend physical and digital fan experiences.”

Ben Ladkin, Managing Director, MLB Europe said: “We’re thrilled to be returning to Trafalgar Square for what will be a truly unmissable weekend in an iconic London location. Last year the response was incredible with thousands joining us to experience the festival atmosphere. Whether you’re a fan or a newcomer to baseball we have something for you - there’ll be food, music, entertainment, and games activities for all ages.”

Imagination has been working with MLB since 2016 on developing new baseball formats, with a number of different experiential activities helping the league to test, learn and iterate. Previous events include Europe’s first-ever Home Run Derby (2017), and London Yards (2019) - which ran alongside the historic London Series, redefining the fan experience and captivating new markets and audiences - and Home Run Derby X in 2022.