TikTok Expands MLB Partnership with GamePlan Hub Content

TikTok has announced a multi-year expansion of its partnership with Major League Baseball (MLB), deepening the league’s presence on the platform and providing fans with more exclusive, engaging baseball content. For MLB specifically, related posts increased nearly 60% year-over-year in 2025, and the league’s global accounts now boast over 10.7 million followers.

The updated agreement builds on existing collaborations, giving MLB and its teams greater opportunities to share highlights, insights, and behind-the-scenes footage directly with TikTok’s global audience. Throughout the 2026 season, MLB will post thrilling game highlights immediately after matches, long-form recaps of each series, and weekly roundups of the most exciting moments. Fans can access this content by searching “MLB,” which directs them to the enhanced MLB Hub powered by TikTok’s GamePlan tool.

The MLB Hub serves as a dedicated second-screen experience, featuring real-time game updates, highlights, behind-the-scenes clips, and creator perspectives – all designed to boost engagement and encourage viewers to tune into live broadcasts. Select TikTok creators will also gain access to MLB’s current and archival footage, enabling them to produce fresh, creative baseball stories tailored to the platform’s fast-paced, community-driven style.

This expansion aligns with TikTok’s broader push into sports content in 2026. The app recently signed deals with the International Ski Federation ahead of the 2026 Winter Olympics and with FIFA for the 2026 World Cup. Last month, TikTok launched GamePlan, a dedicated offering to help sports leagues build stronger presences and connect with younger audiences through short-form video.