MLB Player Marketing Is Growing the Game Through Its Athletes

The MLB Player Marketing Program works with Greenfly to share social content to athletes, building the league & player brands and new fans.

MLB Player Marketing Program and Greenfly - image of baseball player and Boardroom.

Major League Baseball (MLB) recognizes that baseball’s future rests in the direct connections between players and fans. MLB’s Player Marketing Program provides a broad suite of resources. It helps the league and its elite athletes build their brands, connect with new audiences and grow the sport. 

Part of the program is powered by Greenfly. MLB distributes social content, including customized graphics and hype videos, to its athletes through Greenfly directly to the Greenfly app on players’ phones. Baseball pros across the league, including Yankees superstar Aaron Judge, post content regularly to electrify fans on TikTok, Instagram and more.

“We needed to find an easy way to get social content in players’ hands and make it as frictionless as possible. It was a pretty universal need that we understood.” — E.J. Aguado, Director, Player Marketing, Major League Baseball

The baseball league also relies on Greenfly for its Live Content Correspondent Program. In this program, content creators gather photos and videos at all 30 ballparks on game day. These candid, up close and personal short-form media clips are perfect for players and teams to share on their social feeds.

In 2022, MLB had great success with distributing social content through the Player Marketing Program:

  • 1,900 players served with content, including 500 minor-leaguers
  • 60,000 downloads and shares throughout the season for use on their social accounts
  • 64% higher custom content output in 2022 compared to 2021
  • 41% higher interaction rate compared to average player posts

“With the help of the Greenfly app, so many graphics that are coming to us at our fingertips makes it a lot easier on us to connect with our fans without having to deal with a social media manager or getting a hold of the photographer. There was a gap in getting that content to players, and now it’s a lot easier.” — Justin Turner, Boston Red Sox infielder

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