The league's follower count has grown 65.5% to 4.8 million since the contest was announced. The league upped its engagement there this summer with The league has been proactively wooing the demographic since restructuring its marketing department in 2018 - theīut this year in particular, MLB made significant gains reaching young fans in the most likely place to find them - TikTok.

Only 32% of Gen Z respondents said they were at least a casual fan of MLB - trailing the NFL (49%), the NBA (47%) and esports (35%), among others. Raised in an age of ever-present and seemingly boundless options for entertainment, Gen Z has alarmed the sports industry as a whole and baseball in particular with its waning interest. that all probably either stops completely or is not anywhere near as active as it was,” said Mark Beal, an expert on Gen Z and an assistant professor in the Rutgers University School of Communication.įor Gen Z, he says, it's “out of sight, out of mind.” “This content machine that is kind of going on all cylinders. Suddenly, on social media, MLB doesn't have any featuring stars like Shohei Ohtani or Fernando Tatis Jr. Fan sentiment in previous stoppages was driven primarily by interruptions to the schedule, but for a generation that devours bite-sized entertainment faster than its predecessors, there’s potential for lasting damage even if the 2022 regular season starts on time.įor Gen Z, it’s all about the content. Gen Z - loosely defined as those born between 19 - has never experience a baseball lockout or strike. It could be the last post featuring a big league player sent to the account’s 4.8 million followers for months, a curveball with real consequences for a sport already concerned about courting young fans.Įven if baseball's first work stoppage in 26 years doesn't result in missed games, the league and its players are at risk of alienating their next wave of fans. officially a New York Met!!!” the caption reads, celebrating Scherzer's $130 million deal to pitch in Queens. Hip-hop duo Rae Sremmurd's “Swang” plays in the background. The clip, viewed over 400,000 times, shows the final out from Scherzer's first no-hitter in 2015 with Washington, followed by teammates dousing the three-time Cy Young Award winner with chocolate syrup. NEW YORK (AP) - Max Scherzer stars in the

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