Competitive Edge - Sports & Entertainment Marketing News

MLB leans into baseball nostalgia with wide-ranging campaign

With a wide-reaching campaign from its new agency of record, MLB may be looking to turn the tides of slipping viewership: The 2022 World Series drew 12 million views on average per game, one of the least watched championship series in history.

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Discussion Questions:

  1. What is the difference between the marketing of sports and marketing through sports?
  2. Why is that an important distinction to make as it relates to the business of sports and entertainment?
  3. Why is it important that sports leagues continually work to improve their product?
  4. What has MLB done to try to improve their product?
  5. Why do you think they have introduced new rules this season?
  6. What is a marketing campaign?
  7. Why would MLB launch a marketing campaign to coincide with opening day?
  8. What is an advertising agency?
  9. Why would MLB contract an agency like Wieden + Kennedy?
  10. What is a tagline?
  11. Why do you think marketing campaigns sometimes include taglines?
  12. What is the tagline for this campaign?
  13. What information do you think MLB is trying to communicate to fans through this campaign?
  14. Based on what you learned in this news story, what is MLB Life?
  15. What is content marketing?
  16. How might MLB Life illustrate the concept of content marketing?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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