TikTok and MLB Expand Multi-Year Global Content Partnership
TikTok and MLB announced an expanded multi-year partnership featuring creator access to MLB content, TikTok GamePlan integration, and global distribution across international accounts.
On February 24, 2026, TikTok and MLB announced an expanded multi-year content partnership. The official announcement: TikTok and MLB Expand Multi-year Global Content Partnership.
Key metrics from the announcement: posts using #MLB grew nearly 60% in 2025, with over 10.7 million followers across MLB's global accounts. During the 2025 World Series, MLB's international accounts saw views surge 426% in Japan and 710% in Korea year-over-year.
The partnership includes creator access to MLB's current and archival content, a TikTok Lounge at the MLB Player House during Spring Training, and integration with TikTok GamePlan — a product suite designed to help sports partners drive discovery, engagement, and measurable business results.
What the Expanded Partnership Includes
The partnership focuses on three areas:
Creator access: Select creators will gain access to MLB's current and archival content, enabling them to tell baseball stories in creative ways. MLB will also bring key creators to behind-the-scenes experiences at select league events.
Global content distribution: MLB's international TikTok accounts (@mlbespanol, @mlbeurope, @mlbjapan, @mlb_korea, @mlbmexico) will deliver localized content. Kenny Gersh, MLB EVP of Media & Business Development, emphasized the global opportunity: "As a wide-reaching global platform, TikTok provides a valuable opportunity to further build the increasing worldwide excitement surrounding MLB."
TikTok GamePlan integration: MLB will use TikTok's GamePlan product suite, which includes tools for discovery, engagement tracking, and business-results measurement. During games, fans can search "MLB" to access the MLB Hub — a second-screen experience with highlights, updates, and creator commentary.
With 85% of fans using TikTok as a second-screen experience during live events (per TikTok/Ipsos research), sports content partnerships like this represent a growing revenue and reach opportunity for creators in the sports commentary space.