MLB Brand Book

The Ask: To connect with undecided sports fans and invite them to join the MLB community, reigniting their passion for America’s pastime.

The Insight: Sports fans love impactful stories connecting them to the players they watch. In recent years, the MLB has introduced the world to a handful of young superstars who are following in their father's footsteps.

Leagues like the NBA and NFL have begun engaging with their fans by actively traveling to the communities where they live, building excitement and anticipation for the upcoming seasons. This direct connection fosters a strong sense of loyalty and enthusiasm, resulting in heightened fan engagement.

The Idea: Building on the excitement of a new generation of players whose last names carry the weight of their fathers' legacies, there’s an opportunity to celebrate their youthful, unapologetic approach to baseball's unwritten rules. This could culminate in the creation of unique ticket and merchandise experiences through repurposed ice cream trucks, which travel directly into MLB team communities. This initiative would aim to generate buzz, deepen fan engagement, and create an increased sense of anticipation for the upcoming season.