The 2024 World Series between the New York Yankees and Los Angeles Dodgers was more than just another championship series. It was a blockbuster event that captivated millions, with Game 1 alone drawing an astounding 15.8 million viewers in the U.S.—the highest opener since 2017.
For MLB, this was a dream matchup and that meant they couldn’t leave a single stone unturned. They leaned into every aspect of the series, from traditional advertising to influencer partnerships, crafting a marketing campaign that would be a clear home run. But at the heart of this spectacle was a rivalry that spanned generations. This wasn’t just a regular day out to a ball game—it was Yankees vs. Dodgers, East Coast vs. West Coast, history vs. Hollywood, for the most prestigious prize in American pro baseball—The World Series.
To really appreciate the magic of the 2024 Yankees-Dodgers World Series, we need to go back in time and explore how this rivalry began, why it holds such cultural weight, and how MLB’s marketing team turned a championship into a global phenomenon.
Yankees Vs Dodgers: A rivalry for the ages
This rivalry’s roots stretch back to the 1940s when the Dodgers were still in Brooklyn. Back then, the Yankees were the kings of New York, dominating the World Series and racking up championships. The Dodgers, on the other hand, were the scrappy underdogs from Brooklyn, giving their all but struggling to claim that elusive title.
From 1941 to 1956, the two teams faced off in the World Series seven times. Each of these showdowns wasn’t just a game; it was a battle between boroughs. The Yankees, representing the glitzy Manhattan vibe, had star power, glamor, and championships. The Brooklyn Dodgers, on the other hand, symbolized the blue-collar grit of New York’s working class. Each game was a clash of identities, with fans pouring their hearts into every inning.
In 1955, the Dodgers finally broke through, winning their first World Series against the Yankees in a dramatic seven-game series. It was a win for underdogs everywhere, and for Dodgers fans, it was the ultimate triumph. But that joy was short-lived. Just a few years later, in 1958, the Dodgers packed up and moved to Los Angeles, leaving Brooklyn behind. The rivalry took on a new dimension as it transformed into a coast-to-coast feud. Now, it wasn’t just about New York—it was East Coast versus West Coast, New York’s grit versus LA’s glamor.
The 1963 World Series added another unforgettable chapter. Led by the legendary Sandy Koufax, the Dodgers swept the Yankees in four games. Koufax’s performance in Game 1, where he struck out 15 Yankees, is still celebrated as one of the greatest pitching feats in World Series history. For Dodgers fans, it was redemption. For Yankees fans, it was a bitter pill to swallow.
Then the late 1970s rolled around, when the rivalry reignited with a Hollywood twist. In 1977 and 1978, the Yankees, led by “Mr. October” Reggie Jackson, defeated the Dodgers in back-to-back World Series, with Jackson hitting three home runs in a single game. Dodgers fans were crushed, but the rivalry continued to burn bright. Finally, in 1981, the Dodgers had their revenge, defeating the Yankees in six games and ending years of heartbreak.
After that, the Yankees-Dodgers rivalry cooled off a bit. Interleague play brought occasional matchups, but it wasn’t until 2024 that they’d meet again in the World Series. By this point, both franchises had become cultural icons—The Yankees, valued at a staggering $7.6 billion, and the Dodgers, worth $5.45 billion, are the two highest-valued franchises in baseball.
So when they finally met again in the World Series, the stage was set for something epic, and the MLB had the perfect opportunity to hit the jackpot with their marketing, and they did that in style.
While the MLB was always a huge hit in America (it has the second highest average attendance of any U.S. sports league!), the 2024 World Series proved that it had the potential to become an international sensation with an average of 12.1 million people in Japan tuning in to watch the game.
So how did the MLB turn the 2024 World Series into a global event?
MLB knew full well the historic potential of a Yankees-Dodgers World Series. They knew that this wasn’t just a game; it was a marketing gold mine. And they wanted to make it unmissable, so they turned their marketing gears up and crafted a marketing strategy that spanned months, starting even before the postseason MLB bracket was set. They tapped into every channel and leveraged every tool in their marketing playbook to make this a worldwide spectacle.
One of the first things MLB did was position the Yankees-Dodgers World Series as a can’t-miss event. Fox Sports executives hyped the matchup as the “Ali-Frazier of baseball,” comparing it to legendary rivalries in sports history. They framed it as a cultural event, something people would remember for decades. This wasn’t just about hardcore baseball fans—it was about making casual viewers and even non-fans feel like they had to tune in.
- Multi-channel marketing and real-time engagement
MLB went all-in on multi-channel marketing. They placed ads across social media platforms, TV, online video, and even out-of-home (OOH) advertising in major cities. On Instagram, Twitter, and TikTok, MLB ran targeted campaigns to reach younger audiences who might not typically tune into the World Series. The goal was to make the event feel like it was happening everywhere, on every screen. A prime example was the “Once in a generation…twice” campaign, which ran across multiple platforms, including social media and traditional media like billboards.
Another standout move was MLB’s focus on real-time engagement. Every game, every moment, was treated like a mini-event. MLB’s social media team posted live highlights, behind-the-scenes footage, and fan reactions, creating an ongoing story that spanned the entire World Series. Hashtags like #WorldSeries2024 and #YankeesVsDodgers were trending daily, creating a social media buzz that extended beyond the games.
Taking it one step further, MLB collaborated with influencers and content creators, inviting them to attend games and share their experiences. TikTok influencers posted live reactions and recaps, while YouTubers created highlight reels and commentary. This influencer strategy was crucial for reaching Gen Z and millennials, many of whom may not follow baseball but connected with the excitement through influencers.
- Using star power as a marketing magnet
The 2024 World Series wasn’t just about the Yankees and Dodgers; it was about the stars on each team. Shohei Ohtani, the Japanese two-way phenom, was a huge draw for international fans. His presence in the World Series brought in millions of Japanese viewers, marking the most-watched MLB event in Japan’s history. Meanwhile, Yankees’ Aaron Judge, with his towering home runs and magnetic personality, kept U.S. fans on the edge of their seats.
Ohtani and Judge were joined by an all-star lineup that included Mookie Betts, Freddie Freeman, and Giancarlo Stanton. Each of these players has a huge following, and MLB capitalized on this by making them the faces of the series. Social media channels were filled with highlight reels, player interviews, and fan-made content, each post feeding the excitement and drawing in new fans.
- Going global for maximum exposure and reach
With players like Shohei Ohtani and the Dodgers-Yankees brand appeal, MLB leaned into the international potential of the World Series. By airing games in Japan at a local-friendly time, MLB captured peak viewership, with Japanese fans tuning in live to watch Ohtani in action. MLB also worked with international broadcasters in Canada, Latin America, and beyond to make sure the games were accessible to global fans.
In Japan, local fans gathered at bars and stadiums to watch the games, creating an atmosphere that mirrored the energy in the U.S. MLB’s efforts to localize their marketing approach paid off, creating a truly international event that went beyond just the American fanbase.
But did all the hype pay off?
What do you think? It paid off emphatically, both domestically and globally. In addition to the 15.8 million viewers in the U.S., the series attracted over 30 million viewers, with Ohtani’s presence boosting Japanese viewership to an all-time high of 12.1 million. In Canada, Mexico, and throughout Latin America, MLB’s international broadcasts brought excitement to new audiences, making this a truly global event.
And the impact wasn’t just in viewership. Both Dodger Stadium and Yankee Stadium set merchandise sales records during the series. Fans wanted to take home a piece of history, and MLB was ready. Fanatics, MLB’s official retail partner, reported that Dodgers championship merchandise became one of their top-selling lines across all sports.
The MLB app saw a massive spike in engagement as well, with fans using it to follow real-time stats, highlights, and special offers. MLB smartly integrated merchandise options directly into the app, so fans could instantly buy gear while watching the games. This seamless blend of engagement and commerce was a big win for MLB.
So now that the World Series is over…
What can brands learn from MLB’s 2024 World Series marketing playbook
The 2024 Yankees-Dodgers World Series was a masterclass in marketing. Here are some of the key takeaways for brands:
- Build anticipation: MLB spent months building hype, making this series feel like an unmissable event. For brands, creating a sense of anticipation can make a product launch or event feel like a cultural moment.
- Leverage star power: If you have access to influencers or high-profile figures, put them at the forefront. MLB used players like Ohtani and Judge to draw in fans who might not otherwise watch the postseason.
- Engage across platforms: MLB reached fans everywhere, from TikTok to live TV to in-app content. Brands should consider multi-channel strategies that engage audiences wherever they are.
- Think global: MLB’s strategic broadcasting in Japan and other markets expanded its fanbase. Brands with international appeal should consider tailoring their approach to resonate with each audience.
- Turn engagement into revenue: MLB seamlessly integrated merchandise sales into the fan experience, from in-stadium kiosks to app options. The lesson? Brands should make it easy for engaged customers to convert their excitement into purchases.
The 2024 World Series was one for the ages with legendary marketing chops delivering an undeniable grand slam!
The 2024 Yankees-Dodgers World Series wasn’t just a game—it was a marketing masterclass. MLB took a historic rivalry and turned it into a global phenomenon, drawing record-breaking viewership, driving massive merchandise sales, and lighting up social media like never before. Every pitch, every play, and every moment was crafted to keep fans engaged, making the series feel like a cultural event that no one wanted to miss.
By leveraging star power, real-time engagement, and a multi-channel marketing strategy, MLB created a blueprint for how to transform a sports event into a worldwide sensation. The league didn’t just bring fans to the game; they brought the game to the fans, uniting people from New York to Tokyo under the banner of one unforgettable series.
For brands, the 2024 World Series is a reminder that great marketing isn’t just about visibility—it’s about creating moments that resonate. MLB showed us all how to turn a story into an experience, and an experience into a lasting legacy.
FAQs
1. How can brands effectively use influencer marketing to boost event visibility
Influencer marketing can amplify an event’s reach by bringing in personalities that resonate with target audiences. For brands, partnering with influencers who can share authentic, real-time reactions and behind-the-scenes content helps create excitement and relatability. It’s key to select influencers whose audiences align with your goals, as this can help attract new viewers and engage demographics that might otherwise be missed.
2. What are the benefits of creating multi-channel marketing campaigns?
A multi-channel approach ensures that an audience can interact with a brand across multiple touchpoints. By leveraging platforms like social media, email, and digital ads, brands can reach a broader audience, maintain visibility, and reinforce their messaging. Multi-channel marketing is especially effective when each platform offers unique, platform-specific content that enhances the audience’s overall experience.
3. Why is real-time engagement important for live events?
Real-time engagement, like live posting and interacting with fans during events, creates an immersive experience that helps audiences feel more involved. For brands, responding in real time can drive social media trends, increase brand loyalty, and encourage user-generated content. Real-time engagement also keeps the conversation active, extending the impact of the event beyond just those attending or watching live.