By Jessica Silverio and Ryan Ramirez, April 16, 2024
Major League Baseball made history with its eighth Opening Day match played abroad, as the Seoul Series not only marks the first MLB game hosted in South Korea but also sets the stage for further global expansion.
The Los Angeles Dodgers, who split the sold-out two-game series in Seoul against the San Diego Padres, have expressed interest in participating in more international games in the future as the team, who recently signed Japanese superstars Shohei Ohtani and Yoshinobu Yamamoto, looks to further grow its established overseas fanbase.
Beyond Seoul, the MLB’s ambitious World Tour for 2024 is set to hit three other international destinations, including London, Mexico City and Santo Domingo, Dominican Republic marking a significant global expansion effort with a lineup of exciting matchups.
According to Tony Clark, the executive director of the MLB Players Association, the decision to organize these international games stems from the MLB’s desire to broaden its appeal and grow its fan base on a global scale.
By taking the game to different countries and cultures, MLB aims to showcase the excitement and passion of America’s pastime to new audiences while also engaging with existing fans around the world.
Eric Hutchins, a Cal Poly Pomona lecturer in international business and marketing, underscored the strategic significance of MLB’s global expansion efforts.
“One of the things that you’re looking at as far as Major League Baseball going to these different countries is kind of in a utilitarian type of instance of trying to find new talent or bringing in new talent or bringing in the attraction of the game to these countries,” said Hutchins. “I think that’s a pretty strong thing, but it’s just one of many kinds of ideas that kind of come from that.”
By showcasing baseball’s global appeal and engaging with diverse audiences, MLB not only broadens its talent pool with high-profile players like Ohtani coming from Japan and Max Kepler coming from Germany, but also strengthens its presence on the world stage. As Hutchins observes, while the pursuit of new talent is indeed a significant aspect, it is just one facet of the broader strategic vision driving MLB’s international endeavors.
Sean Kinnally, an adjunct professor of marketing at California State University, San Bernardino, highlighted the financial motivations behind MLB’s international expansion efforts.
“I think the main reason why they’re hosting internationally is because more money, more areas to advertise, as you can see in all sports like the NBA or the NFL, they’re allowing companies to brand on the actual uniforms,” said Kinnally. “By expanding internationally, it opens up many more doors, more revenue and sports is all about money and how they market those teams to make more money at the end of the day.”
The NFL has done its fair share of expanding in the past and added to it as on Wednesday, April 10, the league announced that the first ever game NFL game in Brazil will be played between the Packers and Eagles in Sao Paulo in September.
The NBA has similarly expanded overseas starting in the 1990s, and since 2020, the league has regularly hosted games in Mexico, Japan, England and, most recently, the United Arab Emirates.
The NFL, NBA and MLB, the three most popular sports leagues in the United States, can see that the desire from fans to see more overseas games has grown and have strategically put efforts to fulfill those desires, all while making decisions that financially make sense.
Kinnally notes the central role of finances in professional sports decisions. Expanding internationally isn’t just about growing the game’s popularity; it’s about seizing new markets and making more money through advertising and sponsorship.
For instance, the MLB London Series 2023 attracted significant attention, selling 110,000 tickets for the two-game series alongside pre-game events. Notably, just 19% of attendees were from the United States, while 38% of attendees were from London, 33% came from other regions in the UK and 10% hailed from other countries globally. The economic impact was substantial, contributing nearly £53 million ($71.55 million) to the London economy and £7.68 million ($10.38 million) to the rest of the UK, highlighting the financial opportunities inherent in international sports expansion beyond the game itself.
While the decision to expand the game of baseball can be considered more of a business decision, players have their own opinions on the expansion as well. Johnny Pappas, CPP baseball’s catcher, supports the idea of expanding the game and allowing more people to invest themselves in it.
“As a player, I think growing the game is amazing,” Pappas said. “Seeing people around the world fall in love with the game that I have loved all my life is a humbling experience and I hope to see more people watching and supporting the MLB as I do.”
With the MLB expanding to everywhere from London and Japan to Cuba, Mexico and Puerto Rico, it is clear there is much to gain financially, but it also allows for additional new fans. Those who would otherwise not give baseball a chance, now can go to a game and experience it for themselves, perhaps adding to the desire of the league to return to their country.
MLB had plans to extend its 2025 World Tour to Paris, with the potential for matchups featuring the Los Angeles Dodgers and the New York Yankees. Despite initial intentions, the venture was cancelled due to a lack of a suitable promoter. Regardless, the league remains committed to its international agenda, with scheduled games in Tokyo, Mexico City and San Juan, Puerto Rico set to captivate audiences worldwide next year.
Feature image by Lauren Wong
