Swinging for the Global Fences: MLB's Quest for International Prominence
Major League Baseball (MLB) has a long-standing reputation as America's national pastime. While the game's roots may be firmly planted in the United States, it has steadily grown its reach internationally, making it a global phenomenon. In this blog, we'll explore the growth of MLB's international presence and compare it to other US-based professional sports leagues, namely the NFL and NBA.
MLB's International Growth
Baseball was once viewed as a sport played exclusively in the United States, but it has since expanded its reach across the world. Today, MLB has an active presence in many countries, including Canada, Mexico, Japan, South Korea, the Dominican Republic, and Puerto Rico. These countries are home to some of the world's best baseball players, and their inclusion in the league has helped to attract a broader international audience. On Opening Day 2022, a total of 275 players (28.2% of the league) represented 21 different countries and territories outside of the 50 United States. For comparison, in the National Football League (NFL) out of 2,500 players on active rosters at the start of the 2021 season only 72 (less than 3%) were from outside of the United States.
One significant factor contributing to MLB's international growth is the league's commitment to playing games outside the United States. Since 1996, the league has played 29 regular-season games in international markets, including Japan, Australia and multiple Latin America countries. In recent years, MLB has expanded its international presence even further by launching the London Series, featuring regular-season games played in London, England. 2023 will feature two international series: Mexico City (April 29-30) and London (June 24-25).
MLB has also made efforts to promote the game internationally through its development programs. For instance, MLB launched the "Elite Development Program" in Puerto Rico, aimed at providing professional-level coaching to young players. In China, the league operates the "Play Ball!" initiative, which aims to promote baseball at a grassroots level.
But while Major League Baseball (MLB) has certainly made strides in expanding its global presence over the years, many believe it lags behind other major US-based professional sports leagues like the National Basketball Association (NBA) and the National Football League (NFL). Two key indicators: Revenue and Social Media following.
Revenue
According to the NBA's 2019 annual report, the league generated $8 billion in revenue that year, with $1.7 billion (or roughly 21%) coming from international markets. The league's international revenue has steadily grown over the years, with an increase of 51% over the past decade.This growth can be attributed to several factors, including the global popularity of star players like LeBron James and Steph Curry, increased exposure through social media and streaming platforms, and a focus on international expansion.
Despite having been founded in 1903, some 43 years prior to the NBA’s founding in 1946, of Major League Baseball’s $12.9 billion in revenue, only 15% came from international sources.
Social Media
In terms of social media following, the NBA and NFL have emerged as the undisputed champions of U.S.-based professional sports, leaving the MLB far behind in terms of global outreach. As of April 2023, the NBA has accumulated a whopping 188 million followers on their primary channels on popular social media platforms like Twitter, Instagram, Facebook, and TikTok. While the NFL's follower count may trail behind the NBA's, the league still commands an impressive online presence with 91 million followers. In stark contrast, the MLB's social media following falls significantly short, with only 35.2 million followers, which is less than one-fifth of the NBA's social reach.
This sizable difference in social media following also translates to the player level where the most popular NBA stars, like LeBron James and Steph Curry, have a combined 200 million followers on Instagram. For comparison, two of Major League Baseball's most predominant players over the past decade, Mike Trout and Bryce Harper, only combine for 3.8 million followers. NBA and its players have successfully established themselves as international household names. This exposure has allowed them to build a more prominent personal brand and land lucrative endorsement deals, largely thanks to their extensive social media reach.
Final Thoughts
As professional sports leagues continue to expand their global reach, it's clear that MLB is at the forefront of this trend. The league's longstanding presence in international markets, commitment to playing games overseas, and investment in grassroots development programs have helped it to attract a broader international audience. One player who has the potential to increase the MLB's international presence even further is Shohei Ohtani. Ohtani, a two-way player from Japan, has been a sensation since joining the Los Angeles Angels in 2018. He has become a global superstar, not just for his on-field performance, but also for his unique talent and charisma. As Ohtani continues to capture the attention of fans around the world, the MLB has an opportunity to leverage his popularity to further expand its international reach.
While the NFL and NBA have made efforts to grow their international presence, MLB's dedication to promoting the game globally, coupled with the emergence of players like Ohtani, could help the league close the gap and compete on a global scale. As we look to the future, it will be interesting to see how these three leagues continue to evolve their international strategies and engage with fans worldwide.
