Sliding under the tags in a social media world
By any metric, MLB lacks big-name stars, but fans are watching
Major League Baseball has a dream matchup for the World Series as two of its marquee franchises, the Boston Red Sox and the Los Angeles Dodgers, face off in the so-called Fall Classic.
It also has a problem: Most people, even sports fans, might struggle to name a single player on the field.
The percentage of Americans who say baseball is their favourite sport to watch is at a low. Fewer baseball players have crossed over into wider popular culture than did a couple of decades ago. There is no Derek Jeter or Ken Griffey Jr. at the moment.
By almost any measure, baseball players just aren’t well known. ESPN’s annual ranking of the most famous athletes in the world includes 13 basketball players, seven football players, several cricket players, two table-tennis stars and zero baseball players. And ESPN is a media partner of MLB.
No baseball player ranks among the 100 most followed athletes on Instagram, according to the company. The top baseball players are Alex Rodriguez and David Ortiz. Both retired in 2016. The most followed active player is Mike Trout of the Los Angeles Angels. He has 1.5 million followers. LeBron James has almost 44 million; the NFL’s Odell Beckham Jr. has 12 million. The company Luker on Trends, which conducts the ESPN Sports Poll, asked 6,000 American sports fans to name their favourite athletes in 2017, and only three baseball players made the list. Jeter, who had retired in 2014, made the list. So did Babe Ruth, who died in 1948, and Pete Rose. In 1989, MLB banned Rose, then the manager of the Cincinnati Reds, for life for betting on baseball games, the sport’s cardinal sin.
On OpenSponsorship, a platform that connects athletes and brands, Cubs pitcher Yu Darvish is the only baseball player to crack the top 100. Darvish, who is Japanese, has a huge following in his home country.
Regardless of these numbers, Chris Park, the baseball executive in charge of marketing, says the sport’s present, and future, is rosy. In an interview this month, Park emphasized the connections between fans and their local teams.
“There are very few bonds that are as intense as a major league baseball club and its fans,” he said.
According to the league office, game telecasts for 12 teams ranked first in their markets during prime time this season. In 24 of the 25 U.S. markets with MLB teams, the games top the rankings on cable during prime time. Collectively, MLB’s teams have the highest attendance of any sports league in the world, by a fair margin.
Park also noted baseball’s huge international appeal, particularly in Latin America and in Asia.
“Shohei Otani, Hyun-Jin Ryu, they have uniquely impactful and important profiles in countries around the world,” Park said, adding that a particularly talented crop of young players is just now coming of age. One of those players is Mookie Betts, 26, who is playing in the World Series for the Red Sox.
The issue of baseball’s dearth of widely known stars commanded a lot of attention at this summer’s all-star game. MLB commissioner Rob Manfred was asked about relatively low public profile of Trout, a seventime all-star and two-time winner of the American League Most Valuable Player Award. Trout might be recognized walking along Fifth Avenue, but he might not.
Trout, 27, could be hugely popular if he wanted to be, Manfred said.
“He has to make a decision that he’s prepared to engage in that area,” the commissioner said. “It takes time and effort.”
The typically understated Trout — his personality is best defined by his weather obsession — responded that he was doing as much as he could. He said the long baseball regular season, 162 games over roughly 183 days, prevented him from dedicating time to marketing himself. GIFs of game-winning 3pointers and dunks, or of Hail Mary passes and big tackles, rocket around the internet to millions of marginal fans. But a large part of baseball’s appeal comes from developing drama, such as duels between pitcher and batter in which the hitter might foul off numerous 90mph sinkers to wear down the pitcher.
Certain fans might celebrate a perfectly executed defensive shift as much as a triple to the outfield gap. Baseball, on average, attracts the oldest television viewers of any major sport.
Television exposure may be a factor, too. Every NFL game appears on some form of national TV, as does a high percentage of NBA games. Most baseball games are televised only locally.
Perhaps star power is cyclical. Basketball experienced its modern nadir in the mid-2000s, after the Michael Jordan generation had retired. Then James, Stephen Curry and Kevin Durant arose.
Maybe the next group of Jeters and Big Papis is right around the corner — or better yet, somewhere in the Dodgers’ and Red Sox’ dugouts.