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MLB Using Technology to Expand its Reach

MLB has the oldest and least diverse fan base of any of the four major professional sports leagues. The average baseball fan is over 55, white and male. That’s bad news in today’s sports marketing world, where the most desirable advertising demographic is the 18-to-34 bracket.

This article address the ways in which Major League Baseball is using technology to increase its appeal to a younger fan base.

The MLB Fan Cave, the three-story, 15,000-square-foot multimedia production hub in New York City, was MLB’s most high-profile attempt to court the 18-to-34 demographic.

The league recognizes that the use of technology as a marketing tool must evolve in order to continue to generate results. In December, Bob Bowman, former president and CEO of MLB Advanced Media, was announced as the league’s president for business and media. He announced last month that MLB was revamping its use of the Fan Cave, closing the social media hub and ending the reality show aspect in an effort to consolidate the league’s social media efforts.