The World Series Showdown: Dodgers vs. Yankees
In the heart of Los Angeles, Dodgers manager Dave Roberts made a bold proclamation that has sent ripples through the baseball community: “More eyeballs are going to be watching this World Series than any other Series in history.” As the Los Angeles Dodgers prepare to face off against the New York Yankees, the anticipation is palpable, and the stakes are higher than ever.
A Dream Matchup
Major League Baseball (MLB) has long envisioned a World Series featuring these two iconic franchises. The Dodgers and Yankees represent not just two of the most successful teams in baseball history but also two of the largest markets in the United States. With expansive fan bases and star-studded lineups, this matchup is being hailed as a historic event. The presence of transcendent talents like Shohei Ohtani, who has captivated fans worldwide, only adds to the excitement.
Bill Wanger, Fox Sports executive vice president, likened this matchup to legendary sports rivalries, stating, “This is like Ali-Frazier, or Magic and Bird, or Jordan and Isaiah Thomas, or Ohio State football against Michigan football.” Such comparisons highlight the significance of this series, not just for baseball but for sports culture as a whole.
Star Power on Display
This World Series is unique in that it features five former MVPs: Ohtani, Mookie Betts, and Freddie Freeman from the Dodgers, alongside Aaron Judge and Giancarlo Stanton from the Yankees. The presence of these elite players elevates the competition and draws in casual viewers who may not typically tune into baseball.
Moreover, this series marks only the fifth time since the Wild Card Era began in 1995 that the teams with the best records in each league have faced off. It’s also the first World Series to feature the home run leaders from both leagues, with Judge hitting 58 home runs and Ohtani following closely with 54. This level of talent and achievement is rare and adds an extra layer of intrigue to the games.
A Global Audience
Baseball Commissioner Rob Manfred emphasized the unique opportunity this matchup presents for MLB to expand its reach. “The World Series matchup with our two biggest markets and a bevy of our biggest stars provides a unique opportunity to take another step forward on some of our most important strategic initiatives,” he noted. This includes a focus on national broadcast strategies and international growth, particularly in Japan, where Ohtani has become a household name.
The excitement surrounding this series is not limited to the United States. In Japan, Ohtani’s jersey is the top-selling item, and his performances have sparked record television viewership. For instance, the Dodgers’ Game 5 Division Series win over the San Diego Padres attracted 12.9 million viewers in Japan, surpassing the average 9.11 million viewers in the U.S. during the previous World Series.
Game 1: A Historic Start
The opening game of the World Series lived up to the hype, with Freddie Freeman making history by hitting the first walk-off grand slam in World Series history, leading the Dodgers to a thrilling 6-3 victory in 10 innings. This dramatic moment set the tone for what promises to be an unforgettable series.
Marketing and Engagement Strategies
MLB has launched an aggressive marketing campaign titled “Once in a Generation. Twice,” featuring Ohtani and Judge. Digital billboards showcasing their achievements have appeared across major cities like New York and Los Angeles, including Times Square and the Beverly Center. Additionally, MLB has utilized social media platforms like TikTok to engage younger audiences, sharing not only game highlights but also glimpses of player fashion and celebrity attendance at games.
During Game 1, MLB’s TikTok account engaged its 7.6 million followers with clips that highlighted not just the action on the field but also the vibrant atmosphere surrounding the event. This strategy has proven effective, with engagement on social media posts increasing by 47% this postseason.
A Ratings Rebound?
Fox, which began broadcasting the World Series in the U.S. in 1996, is hopeful that this matchup will spur a ratings rebound. Historically, the World Series has struggled to maintain viewer interest, with the average viewership dipping significantly in recent years. The 2004 World Series averaged over 25 million viewers, while last year’s series saw a record low of just 14.2 million.
Mike Mulvihill, Fox’s president of insights and analytics, expressed optimism for this year’s ratings, predicting at least a five-year high and possibly even surpassing the viewership of the 2016 Cubs-Indians series. The combination of star power, historic significance, and strategic marketing could very well lead to a resurgence in interest for America’s pastime.
The Changing Landscape of Viewership
The landscape of sports viewership has evolved dramatically, particularly in the wake of the COVID-19 pandemic. While local viewership has declined in some markets, MLB has seen an increase in overall attendance and national viewership. Regular season attendance rose by 0.9% to 71.35 million, marking the first consecutive yearly increase since 2011-12. This trend reflects a broader shift in how fans engage with the sport, moving away from traditional linear TV to more diverse viewing options.
Noah Garden, MLB’s deputy commissioner of business and media, noted that the pandemic has changed the way people consume sports. “When you look at the viewership, yeah, certainly concentrated in LA and New York, but not all of it. There’s a tremendous amount of viewership and engagement coming from across the country,” he explained.
As the Dodgers and Yankees continue their battle for baseball supremacy, the world will be watching closely. With a rich history, a wealth of talent, and a marketing strategy designed to captivate audiences, this World Series is poised to be one for the ages.