Home Plate: MLB's Recipe for Increasing Fan Appetite 🌭
Regardless of their level of fandom, it’s important to give fans a taste of the game, quite literally in Major League Baseball's case...
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When the New York Mets and Philadelphia Phillies faced off at the London Stadium earlier this month, it wasn’t just about the game. It was also about hot dogs, nachos, and the unmistakable scent of fresh popcorn wafting through the stands.
This is all part of MLB Europe’s strategy for the London Series, aiming to tap into as many areas of baseball and American culture as they can to attract fans to their sport.
As Ben Ladkin, Managing Director of MLB Europe, explained on the Sports Pundit Podcast,
“What we try and do is identify where there are possible fans who will look at the merch and use that as a point of entry. But it's a little bit the same with ballpark food and things like that[, too]. Again, [we are constantly looking for] these ways that we can talk to people about stuff that they're familiar with but also then just bring them into the sport.”
From classic hot dogs to regional specialties like crab cakes and Dodger Dogs, ballpark cuisine is integral to the game-day ritual in the U.S.
For MLB Europe, it was important to carry this across.
As a result, fans at the London Series enjoyed a curated menu of American classics and innovative twists. Top items included a towering BBQ Brisket Sandwich and Pretzel Bratwurst, blending American cuisine with Europe’s own sophisticated food scene, as well as items that pay homage to the visiting teams.
Ladkin noted, “For the London Series, we always do a series called Home Plate. We film it the previous year. We'll go out to both of the cities. We'll go to the ballparks and try the food, but also go to a whole load of different places [including the popular] restaurants within the city.
We play it out in the build up to the series [to] link into the city [and] the food culture. Then we do make sure in the stadium that we [are] reflecting that. So you had your Philly cheesesteaks this weekend and various things.”
This focus on food went beyond mere sustenance; it was a strategic move to attract a broader audience.
Not everyone is a die-hard baseball fan, but everyone eats. By offering diverse and exciting food, MLB created an entry point for those who might not otherwise attend a game. It was an invitation to experience a slice of Americana, even if the finer points of ERA or RBI remained a mystery.
Incorporating regional specialties or partnering with local chefs to create exclusive game-day dishes can create buzz and drive attendance. Social media plays a crucial role, as fans are likely to share their unique culinary experiences online, further promoting the event. The Pretzel Bratwurst isn’t just food; it’s a conversation starter.
The success of MLB Europe’s culinary initiative holds valuable lessons for other sports rights holders across the UK and Europe.
Traditionally, UK football grounds offer limited options, such as pies and perhaps a greasy burger van out front. While these items have their own unique charm, there's significant potential to enhance the fan experience by expanding food offerings.
One notable UK example is the HSBC Rugby Sevens at Twickenham, which incorporates an Urban Food Fest. This diverse food selection attracts people and keeps them at the event longer. You don’t want fans leaving because they got hungry. Looking more broadly at retail, this is part of the genius of IKEA.
While music and fashion are important, often discussed cultural elements—Jay-Z has made the Yankee hat more famous than a Yankee can, after all—rights holders should not overlook the power of culinary opportunities in both their home markets and when expanding overseas.
Regardless of their level of fandom, it’s important to give fans a taste of the game, quite literally.
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We discuss how London differs from other MLB international markets, tapping into cricket fandom, incorporating education into content, strategy and ambitions across the wider European market, utilising merchandise and popular music, and much, much more.
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The Big Idea is brought to you by the Global Institute of Sport!
The Global Institute of Sport is the leading destination for Master's degrees, executive education and professional qualifications in sport around the world.
They count world-famous stadiums and surrounding venues among their state-of-the-art campus facilities across the globe, including London's Wembley Stadium, Miami's DRV PNK Stadium and Melbourne Cricket Ground.
Ready to master the global sports industry? Enquire today about their in-person and online courses.