North America's Major League Baseball (MLB) has enlarged its content-based tie-up with popular short-form video platform TikTok.
Through the TikTok GamePlan service, the league will look to expand its reach across territories such as Europe, Japan, Korea, and Mexico.
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This upcoming MLB campaign will also see "select creators from TikTok" granted access to both current and archived MLB content.
Kenny Gersh, executive vice president for media and business development at MLB, said: "The expansion of our TikTok partnership will showcase even more great baseball content to audiences of all ages on its popular platform.
"As a wide-reaching global platform, TikTok provides a valuable opportunity to further build the increasing worldwide excitement surrounding MLB and its diverse group of international superstars.”
Rollo Goldstaub, global head of sport at TikTok, added: "TikTok GamePlan gives MLB the tools to turn fandom into measurable business results. We're providing a platform for fans to experience everything from walk-off celebrations to clubhouse moments, authentic storytelling and inside access they can't get anywhere else."
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By GlobalDataThroughout the 2026 campaign, TikTok will also continue to be a home for post-game MLB highlights, long-form videos, and weekly roundups of engaging moments.
The MLB Hub, meanwhile, will continue to be powered by TikTok GamePlan, aiming to provide a "unique second-screen experience" through game highlights, behind-the-scenes content, and posts from various creators.
TikTok has claimed that, across the course of 2025, the number of posts with the MLB hashtag grew by close to 60%.
In terms of recent TikTok sporting activity, earlier this month, a deal was unveiled with Formula 1 motor racing team Aston Martin.
Elsewhere in MLB, the Atlanta Braves have launched their own multimedia platform to become the local TV home of Braves action from 2026 onwards.
The launch of BravesVision, unveiled yesterday, gives the Atlanta organization "full oversight of the production, sales, marketing, and distribution of its telecasts."
BravesVision will be available through various video service providers such as cable and satellite outlets, as its own streaming platform (Braves.TV) to fans in all locations, and over the air – through a partnership between the franchise and the Gray Media service (for the second year running).
The venture will produce over 140 games this coming season, as well as "extensive pre-game and post-game programming," all to be made available to fans across six US states.
Nationally, Braves games will continue to air across MLB's stable of domestic media partners – Fox, ESPN, TBS, Apple TV+, and NBCU.
Derek Schiller, president and chief executive at the Braves, stated: "This endeavour will bring the most vital link to our fanbase – our television broadcast – back under the control of our organization. Generations of Braves fans were raised watching games on a network that shared ownership with the baseball team.
"With BravesVision, we believe that we can present Braves baseball in new and innovative ways."
The Braves failed to qualify for the 2025 MLB playoffs, and their 2026 campaign begins on March 27 with a game against the Kansas City Royals.
Meanwhile, the St. Louis Cardinals and major betting brand Bet365 have expanded the scope of their existing deal.
Bet365, already the team's inaugural mobile sports betting partner, now becomes the presenting sponsor of the Cardinals.TV service – now set to be rebranded as Cardinals.TV presented by Bet365.
Bet365 launched in the Cardinals' home state of Missouri in December, having struck its first deal with the team – a multi-year marketing affair – last March.
Through this expansion, the brand's logo will feature heavily on all club-produced linear broadcasts of regular-season Cardinals games.
This move means that Bet365 will be embedded into the broadcast viewing experience of the club's official media outlet, through integrations such as in-game live odds, tune-in tags, broadcast backdrops, and a scoreboard presence.
The Cardinals.TV presented by the Bet365 platform is available for a season-long price of $99.99, with the St. Louis team starting their regular campaign on March 26, up against the Tampa Bay Rays.
GlobalData Sport valued the first agreement between the two parties as worth $1.4 million annually.
