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Volume 26 No. 65
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MLB's Player Social Program Helping Engagement With Fans

MLB is "very aware of the need to connect with younger fans, which is a big motivation" for the league's new Player Social program, according to Ryan Fagan of SPORTING NEWS. The Player Social program "provides standard content (pictures, video and/or highlights) to players after games, and also offers custom content at a player's request." The MLB marketing team "has what it calls 'live content creators' at every game, and those creators take pictures and videos during the game, then upload everything to a database" managed by content and distribution software company Greenfly. That content is then "funneled into a player's account, and they're able to get those images or videos off the app and post from their phones/tablets." MLB Senior VP/Marketing Barbara McHugh said that during MLB All-Star Game events, the Player Social program "produced more than 2,000 pieces of content." She added that the league has "noticed a push around special events, whether it's the All-Star Game or the London Series between the Yankees and Red Sox, or the games in Mexico." McHugh said, "We're trying to stay really, really true to their authenticity. What works for one player isn't necessarily what's going to work for another player." Players in the program have increased their posts by 23%, engagement by 50% and follower growth by 38% (SPORTINGNEWS.com, 8/8).