MLB Commissioner: The League is Embracing a ‘National’ Strategy to Grow the Game
Major League Baseball is undergoing a transformation, with a new focus on nationalizing the sport, amplifying the talent of its players, and diversifying its audience. This shift, according to MLB Commissioner Rob Manfred, is intended to propel the league into a new era of growth and engagement. Speaking at CNBC x Boardroom’s Game Plan sports business event, Manfred revealed the league’s strategic vision, emphasizing the importance of showcasing its star athletes, fostering a more engaging game, and reaching new demographics.
Key Takeaways:
- A National Focus: The MLB is moving away from a regional model, aiming to reach a broader national audience, driven by the belief that it holds the key to future growth.
- Amplifying Star Power: While acknowledging the league’s existing star talent like Aaron Judge, Shohei Ohtani, and Juan Soto, the focus is shifting to establishing more star-power among starting pitchers, encouraging longer outings to create more captivating pitching duels.
- Rule Changes for an Engaging Game: The MLB is actively implementing rule changes, including limiting pickoffs, installing larger bases, and dialing back the shift, to promote more exciting and dynamic gameplay, evidenced by an increase in stolen bases.
- Expanding Reach & Diversity: The league is strategically expanding its reach beyond traditional fans, embracing new demographics, recognizing the accomplishments of Negro League players, and actively engaging with underserved communities.
A National Strategy: Reaching Beyond Regional Boundaries
"We need a more national strategy," Manfred told CNBC’s Scott Wapner. "We’re blessed with a huge amount of content: 2,430 games. Because of the amount of content, I think there will be some local component but I think the strategy needs to be more national and our reach needs to be more national."
This shift away from a regional model is a significant departure from the MLB’s traditional approach to broadcasting and marketing. The league has historically relied heavily on regional sports networks (RSNs) for game coverage, leading to a fragmented viewing experience. However, the recent bankruptcy restructuring of Diamond Sports, the biggest RSN owner, has forced the MLB to reassess its distribution strategy. Some teams have already severed ties with RSNs, choosing instead to partner directly with the MLB for production and broadcasting. This shift creates an opportunity for the MLB to implement its "national" strategy, expanding its reach beyond local markets and attracting a wider audience.
Cultivating Star Power: The Pitching Renaissance
While the MLB boasts superstar hitters, the league’s three panelists – Manfred, former MLB star CC Sabathia, and Albert Pujols – agreed that the league needs to do a better job of creating and promoting star starting pitchers. Sabathia specifically noted the importance of starting pitchers, suggesting their talents need to be highlighted to enhance the appeal of the sport. "I don’t know if it’s more stars because I think we have stars," Sabathia stated. "I think we have [Aaron] Judge, we have [Shohei] Ohtani, We have [Juan] Soto. It’s star pitchers, it’s starting pitchers."
The trend of shorter pitching outings has contributed to a decline in complete games and the iconic duels between two star pitchers. The MLB has already taken steps to encourage longer pitching stints and is reportedly exploring a minimum innings requirement for starting pitchers. This focus on promoting exciting starting pitching matchups could revitalize the game, attracting fans seeking the thrill of classic pitcher-versus-pitcher duels.
A Game Reimagined: Rule Changes Foster Dynamic Action
Recent rule changes implemented by the MLB have generated excitement, transforming the game from a more static, predictable format to a faster-paced, action-packed experience. The introduction of new rules like limiting pickoff attempts, installing larger bases, and reducing the effectiveness of the "shift" has led to a dramatic increase in stolen bases, signifying a shift towards a more athletic and offensive brand of baseball.
The "shift," a defensive formation that repositioned fielders to maximize chances of outs, was often criticized for stifling offensive opportunities. By minimizing the shift, the MLB has created a more balanced field for hitters, allowing for a greater range of opportunities to reach base and make exciting plays.
These rule changes indicate the league’s willingness to embrace innovation and adapt to the evolving preferences of its audience. The increased pace of play and emphasis on stolen bases are contributing to a more captivating on-field experience, attracting viewers looking for a thrilling and entertaining game.
Reaching New Demographics: Embracing Diversity and Inclusion
The MLB’s commitment to inclusivity and diversity shines through its initiatives to recognize the contributions of Negro League players and extend its reach to underserved communities. This season, the league officially recognized the statistics of Negro League players, acknowledging their significant impact on the history of baseball. This historic decision symbolizes the MLB’s commitment to representing the rich tapestry of the sport’s heritage and honoring forgotten heroes.
The league is also actively engaging with underserved communities, fostering a more diverse and inclusive player pool and fan base. These efforts demonstrate a genuine commitment to making baseball more accessible and relatable to a wider spectrum of individuals.
By focusing on nationalization, amplifying its star athletes, and promoting greater diversity both on and off the field, the MLB aims to strengthen its standing as a captivating and relevant sport for generations to come. The league’s bold vision, paired with bold action, promises a future filled with exciting changes that will shape the future of baseball.
