Major League Baseball is poised to expand its European fanbase by targeting countries like France, Germany, and the Netherlands in addition to reintroducing baseball to fans in London. This weekend, the St. Louis Cardinals and Chicago Cubs will play a two-game series in London, marking the return of baseball to the United Kingdom. The success of the World Baseball Classic, along with Britain’s first-ever win at the tournament and the emergence of star player Harry Ford, has provided a boost to MLB’s plans for growth in Europe.
Chris Marinak, MLB’s chief operations and strategy officer, emphasized that the UK, especially London, is the key entry point to Europe. With a strong showing in 2019 and an increase in interest among British sports fans, MLB sees the UK as a model for growth in the European market.
MLB’s presence in Europe has been steadily increasing, with a series in Mexico City and plans for a potential game in Paris in 2025. The Netherlands and Italy have strong national teams, while Germany, currently the NFL’s leading European market, has a significant American presence and has produced MLB players.
MLB acknowledges the challenges of operating in Europe and finding suitable venues, considering multi-use stadiums like Stade de France or renovating existing facilities. The league aims to bring live game content to the European market, prioritizing the UK but open to expanding to Germany, the Netherlands, and France. The NFL, NBA, and NHL have paved the way for international games in Europe, and MLB aims to catch up and establish its presence.
To promote brand awareness and generate revenue, MLB plans to give individual teams marketing rights in certain international markets. MLB hopes that having star players from Europe, like Japan’s Shohei Ohtani, can create engagement and interest in the local markets.
The focus for now is on the London games, which MLB sees as a crucial step in connecting with the UK and the rest of Europe. With optimism, MLB envisions a long journey of linking Major League Baseball to the UK and Europe.
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