TikTok expands its MLB partnership agreement

Social Media Today

by Andrew Hutchinson

February 24, 2026

AI-Generated Deep Dive Summary

TikTok has expanded its partnership with Major League Baseball (MLB), solidifying its focus on sports content through a multi-year agreement. Under this deal, MLB teams and the league will exclusively post highlights, behind-the-scenes footage, and in-depth insights on TikTok. The app aims to connect with younger sports fans by offering unique features like "TikTok GamePlan," which provides real-time game updates, highlights, and creator-driven content. This collaboration also grants select TikTok creators access to MLB's archives, enabling them to craft fresh, engaging stories tailored for the platform. The partnership builds on TikTok's growing emphasis on sports, following deals with organizations like FIFA and the International Ski Federation. These agreements reflect TikTok's strategy to become a hub for sports enthusiasts, offering content that goes beyond traditional broadcasting. The app has already seen significant traction, with 59% of its users finding sports content more entertaining than live games. MLB-related posts on TikTok rose by nearly 60% in 2025, amassing over 10.7 million global followers. This deal matters for marketers as it underscores the shift toward social media and short-form video consumption. By aligning with platforms like TikTok, sports leagues can tap into younger audiences and drive engagement through innovative storytelling. MLB's partnership highlights how brands can

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Originally published on Social Media Today on 2/24/2026