Major League Baseball

Our work with Major League Baseball has seen huge success. We helped the brand translate to social where #LondonSeries was trending at number 1 globally during the weekend series.

We sold over 120,000 tickets, resulting in the largest regular season MLB crowd since 2003.
The integrated marketing campaign delivered £26.8m media value and over 1 billion impressions
We generated over 6.3 million impressions across Facebook, Instagram and Twitter

And, we raised awareness of the event and MLB from 18% of male UK sports fans in October 2018 to 47% by July 2019 and 94% of our ticketholders reported they were satisfied with 90% likely to recommend to their friends and family.

So how did we get there?

In 2019, Major League Baseball made history by playing their first ever regular season games in Europe.

The Mitel and MLB Present London Series is a new sporting event launched into the UK by MLB and its promoter, us.

We had to raise the profile and following of baseball across the UK and Europe to help drive long-term growth of the sport in this region. For the series to be deemed a success it was imperative that both games sold out and that the experience of ticket holders was positive such that they would want to return.

To deliver on these objectives, activity to support the event included event marketing and promotion, ticket and hospitality proposition, ticket sales, media relations, player experience, venue operations and design / delivery of the game day experience for everyone from guests, players and fans.

We transformed a football stadium into a Major League Baseball ballpark in less than 3 weeks and ‘sold-out’ both games and the Saturday game saw the largest attended MLB game (more than 59,000 people) on international soil and also the largest MLB game since 2003.

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