MLB Commissioner Robert Manfred Emphasizes The Need For Change In Order To Increase Fan Engagement
Baseball, otherwise known as America’s pastime, is struggling to stay relevant amongst a fully saturated sports marketplace. While other traditional sports continue to work to engage fans across a broad age demographic, MLB seems to be stuck in the past. Not only do social media followings within the MLB fall way short of those of the NBA and NFL, additionally, the average TV viewing audience is 57 years old and chances are there is not the same type of player social media stardom.
The generation gap among the MLB fan base is vast. So as MLB Commissioner Robert Manfred works to implement changes that would alter on the field play, like the pitchers three-batter minimum set to debut next year, he must also be cognizant that his changes may alienate the 50+ audience. Baseball is known to be one of the most traditional sports, so any adaptations must be carefully considered and evaluated before bringing them onto the field of play.
“Repeated pitching changes obviously take a lot of time,” stated Commissioner Robert Manfred. “They affect the pace of the game. That’s one rationale. I think the idea of relievers having to go longer is appealing in terms of promoting the role of the starting pitcher, encouraging pitchers to pitch a little longer at the beginning of the game. You talk about player marketing. Historically, some of our biggest stars are starting pitchers, and you want to make sure those big stars are out there long enough that they are marketed, recognizable, all those good words.”
Ultimately the game of baseball today is better than ever. Players are not only in incredible shape, but thanks to increased knowledge of their bodies due to advancements in technology, every aspect of a players game can be evaluated, dissected and then optimized. There is an historic movement working through the game focused around innovation.
“In a tech-based world, you have to change or you die,” stated Casey Wasserman of Wasserman Media Group. “[That hasn’t been] the case with sports. It’s an industry that has lived on in much the same form it has for 100 years.”
However, knowledge without careful implementation proves to be futile. While players may know more about their bodies and how to maximize their talents, such knowledge is hurting the game. The time between plays, the lack of balls in play due to increased strike-outs and the overall time of a game is causing individuals to lose interest. Especially in the new generation of sports fans who are less likely to sit for long periods and watch just one game. 2018 saw a 4.1% decline in total attendance.
Therefore, it is Manfred’s primary challenge and goal to increase the youth fanbase while not alienating the 50+ crowd. His first initiatives involve implementing new rules to quicken not only the pace of play but also shorten the total game time. Additionally, MLB hopes by embracing the gambling movement they can continue to gain the attention of younger fans.
The millennial economic footprint has grown tremendously. The group spends an average of $47,000 per year which makes up $600 billion of our economy. So, while the majority of this group would have no problem purchasing a ticket to a game, they choose to feel the ticket price is not worth the experience.
Research shows that Millennials and Generation Z prioritize the experience as well as the value of the tickets for the money. It is the overall experience that attracts this group of fans, not just the game itself. So, in terms of a sport like baseball, changes must be made to enhance the fan experience through social engagement opportunities as well as the pace of play.
While discussions will continue “I hope and I really do believe that there is a common interest between the players’ association, the players, the owners and the commissioner’s office in changes, whether they’re midterm or otherwise, that make our entertainment product the best it could possibly be,” stated Manfred.
MLB can empower their fanbase through increased opportunities for fan participation. Link social media posts to the jumbotron during the game. Such an activity increases participation while also making one’s attendance at the game more than just the price of your ticket.
“I’m still waiting for someone to build an arena without a Jumbotron because everyone is looking at their phones,” stated Casey Wasserman. “There will be changes in the venue that have to be thought of in non-traditional ways.”
And while implementation may be slow, MLB is starting to see increased exposure through amplified social media. According to Nielsen Sports Social24, brands sponsoring MLB teams have seen a 3% to 13% increase in media value from their social media content with the top TV brand exposure coming from behind Homeplate. But even with this increase, MLB is still playing catch-up to the NBA and NFL. Some NFL teams have seen as high as a 75% share of media value, and the NBA is on track to receive over $510 million in total social media value.
So while MLB is using social media platforms to update fans on scores, starting line-ups, player quotes, behind the scenes videos and awards, etc., they still fall behind in their number of social media followers, the group most responsible for both team and brand recognition and growth.
