Major League Baseball and TikTok are extending their relationship ahead of the 2026 season, building on what both parties describe as a strong and growing partnership.
The two organizations are already collaborating through sponsorships and MLB’s participation in Pulse Premiere, an advertising product created by TikTok where ads are placed immediately after content from premium publishers. The partnership is now moving into a deeper stage with new initiatives focused on content distribution, global expansion and increased creator access.
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“MLB has been one of our most leaned-in partners over the years. They understand the platform, and we’ve been able to work together to grow baseball across the world on TikTok,” Kat Marquez, lead, global sports partnerships at TikTok, said. “We’re excited to deepen our relationship with them.”
A general view of a Detroit Tigers hat with the Major League Baseball logo sitting in the dugout in a game against the Minnesota Twins at Target Field. Credit: Jesse Johnson-Imagn Images
(Credit: Jesse Johnson-Imagn Images)
One of the biggest additions is MLB’s expansion into TikTok GamePlan, an in app suite of tools that allows leagues and teams to drive content discovery across both domestic and international markets. Through GamePlan, MLB will be able to expand its presence in regions such as Europe, Japan and Mexico.
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The league will also launch a dedicated MLB Hub on TikTok. The hub will serve as a one stop destination where fans who search for MLB can access game highlights, best moments and creator driven content. According to TikTok Sports Messaging Research, many fans use TikTok as a second screen during live events, making the hub an important part of the strategy.
“The beauty of baseball is that it is such a global sport. You walk into a clubhouse, and you hear English, different dialects of Spanish, Korean, and Japanese, all being spoken in the same place,” Cameron Gidari, vice president of social media and innovation at MLB, said. “We want to bring to life how baseball is seen and played and celebrated in these different countries because that brings a lot of uniqueness.”
In addition to highlights and official league content, MLB will expand creator access. Selected creators will receive access to both current and archival MLB content, along with opportunities to capture behind the scenes experiences. Players are also being encouraged to become more active on the platform, with TikTok providing education and activation spaces such as a lounge at the MLB Player House during spring training.
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From MLB’s perspective, the goal is to turn engagement into viewership. According to Alex Cadicamo, vice president of media business development and strategy, the partnership is designed to deepen fan engagement and help direct fans toward live games.
Cadicamo made it clear that younger and more diverse fans are already spending a lot of time on TikTok, and MLB sees that as an opportunity. The goal is not just to connect with them on social media, but to make sure they know exactly where to watch live games when they want to tune in. In simple terms, the league wants to turn online engagement into real viewership.
He also acknowledged that the way people watch sports has become more complicated with so many streaming options available. Because of that, MLB is taking a closer look at its own digital platforms and social media partnerships. The focus now is on making the process easier for fans, so they can quickly figure out how and where to watch games without confusion.
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With streaming increasingly fragmenting sports audiences, MLB is also exploring alternative distribution channels. Cadicamo said the league is reviewing its owned platforms and social media relationships to make the viewing process as simple as possible.
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This story was originally published by Athlon Sports on Feb 24, 2026, where it first appeared in the MLB section. Add Athlon Sports as a Preferred Source by clicking here.