# MLB uses pop music and creators to connect with casual fans

- URL: https://talkfuse.com/story/major-league-baseball-is-looking-for-a-new-kind-of-fan/
- Published: 2026-10-27T16:02:43+00:00
- Updated: 2026-10-27T16:23:13+00:00
- Original publisher: The Verge
- Original article: https://www.theverge.com/report/1019478/major-league-baseball-fandom-social-media-world-series-influencers
- Topics: Entertainment, Trending, TV, Weird & Viral

## Key points

- MLB is using pop culture to bring in more casual fans.
- An Olivia Rodrigo video passed 2.7 million views across two platforms.
- The league worked with 400 creators during 2026.

## Summary

Major League Baseball is reshaping its social media to reach fans who may not follow the sport closely, using pop music, celebrity moments and creator content alongside traditional highlights. The shift reflects a need to make baseball feel more accessible and culturally relevant, as its dense statistics and near-daily schedule can make it difficult for newcomers to engage.

An MLB video set to Olivia Rodrigo’s “My Way” drew more than 2.1 million Instagram views and 615,000 on TikTok. MLB says its English- and Spanish-language accounts recorded 19.1 billion views during the 2026 regular season, a record; this year it also worked with 400 creators who posted 3,800 pieces of content, with creators present at every postseason game and around 100 expected at the World Series, depending on its length.

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Summarised by TalkFuse (https://talkfuse.com/). Quote the original publisher for the reporting and link this page for the summary and discussion.