Major League Baseball Aims for European Expansion with London Series

2023

Major League Baseball (MLB) is embarking on its ambitious plans to establish a presence in Europe, with the upcoming two-game series between the St. Louis Cardinals and Chicago Cubs in London serving as the catalyst for this endeavor. Building on the success of the 2019 series featuring the New York Yankees and Boston Red Sox, MLB aims to solidify its foothold in the European market and drive growth.

The COVID-19 pandemic disrupted the original schedule, postponing the Cardinals-Cubs series until now. However, MLB remains optimistic, buoyed by the positive response to the World Baseball Classic and the burgeoning interest in baseball among British sports fans. The tournament saw Britain win its first game and discovered a rising star in Harry Ford, a prospect from the Seattle Mariners with British heritage.

MLB views the United Kingdom, and particularly London, as a crucial entry point into Europe. With significant broadcast revenue, merchandise sales, and digital product subscribers, the UK represents MLB's largest market in Europe. Interest in baseball among British sports fans has been steadily increasing, as indicated by research data from GWI. Since the 2019 series, MLB Europe's social media channels have experienced a three-fold increase in followers, now totaling 452,000.

The success of previous London series prompted broadcasting deals with the BBC and pay-TV service BT Sport, enabling wider coverage and accessibility to MLB games in the UK. MLB's Chief Operations and Strategy Officer, Chris Marinak, sees the UK as a model for growth in the European market, citing the country's significant engagement with baseball.

MLB's expansion efforts extend beyond the UK. The league has staged regular-season games in Mexico, Japan, Australia, and even considered playing in Paris in the future. MLB acknowledges the importance of engaging with various European markets, including France, the Netherlands, Italy, and Germany, which boasts a thriving American football market and a notable presence of German-born MLB players.

Finding suitable venues remains a challenge, as MLB seeks multiuse stadiums that can accommodate baseball games. The league is exploring opportunities in Germany, the Netherlands, France, and the UK, with Olympic-style stadiums emerging as potential options.

MLB's expansion into Europe follows the footsteps of other major professional sports leagues, such as the NFL, NBA, and NHL. While playing catch-up, MLB aims to leverage individual teams' marketing rights abroad, allowing them to engage with local markets and forge international partnerships. The league recognizes the significance of having star players from abroad to generate interest and revenue in their home countries, citing examples like Shohei Ohtani of the Los Angeles Angels.

As MLB focuses on the upcoming London series, it views this event as a stepping stone towards establishing a long-lasting connection between Major League Baseball and the UK, as well as the rest of Europe. The league is optimistic that this endeavor will pave the way for future growth and solidify baseball's presence in the European sports landscape.