Major League Baseball


Major League Baseball ripped up the baseball rulebook to present a vision of the sport’s future for a European audience.

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Bringing America’s pastime into the future

Baseball is America’s oldest sport. With the oldest fanbase. As Major League Baseball launched in Europe, how could they convince millennials that an old man’s game could keep pace?

Whether it’s video games, rap battles or twitter beefs, rivalry is a huge part of millennial’s lives. Baseball is built on centuries’ old rivalries that still divide today. For both, a collision of two cultures is always an unmissable spectacle. We just had to make it happen. Introducing MLB Battlegrounds: baseball’s historic rivalries reimagined for a new audience.

attendees across the events
of our audience under the age of 34
1 Million
viewers of the Home Run Derby
on Twitter Live
VR Home Runs hit
An incredible collision of culture, sport and tech

In Summer 2017, the Boston Red Sox and L.A. Dodgers battled it out in London in unexpected ways. It all started with a sporting mashup, as stars of cricket and rugby picked a side to bat for in a Home Run Challenge content series.

Then we took over Pop Brixton with Boston and L.A. culture. And a VR batting cage. Finally we staged Europe’s first ever Home Run Derby. On the main stage of British Summer Time Festival in Hyde Park.

“MLB gets a new stream of fans to pledge their allegiance to one of two dynasties” – Forbes

“Hyde Park was transformed into a baseball fairground” – Evening Standard

//"An American baseball invasion of London" – New York Times


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