Marcello Hernández of Saturday Night Live fame, is part of the brand spot for MLB's new “El Béisbol ... [+]
Today, Major League Baseball rolls out a dedicated fan campaign that highlights Latin players and fans. Entitled “El Béisbol es Otra Cosa” (Baseball is Something Else), it features players and celebrities celebrating Latine culture in baseball.
Year after year, Major League Baseball sees some of its biggest stars come from Latin heritage. This season, the league features 264 players representing 19 different countries and territories outside of the 50 United States on 2024 Opening Day rosters and inactive lists. And each year since 1995 when MLB released the annual data, the Dominican Republic has led with the most players outside the U.S. This year, the Dominican Republic saw 108 players on Opening Day, followed by Venezuela (58 players), Cuba (18 players), and Puerto Rico (17 players) rounding out the top four countries with foreign-born players outside the U.S.
With that, it would make sense that MLB would continue to fully embrace not only Latine players but the millions of fans in the U.S. and around the globe.
The brand spot of the campaign, features stars Marcello Hernández, Cuban/Dominican stand-up comedian, writer, actor, currently a featured player on Saturday Night Live & Puerto Rican GRAMMY Award-nominated rapper and singer Myke Towers. A host of Latino MLB stars are featured in the campaign, including Francisco Lindor of the New York Mets, Elly De La Cruz of the Cincinnati Reds, Randy Arozarena of the Tampa Bay Rays, Yordan Alvarez of the Houston Astros, and more. Content for the campaign will be updated throughout the season with players and events including the All-Star Game and Players’ Weekend.
The creative agency Remezcla did the “El Béisbol es Otra Cosa” campaign with the film being directed by Lobos, a director duo of Carmelo Varela and Andrew Garciato.
“MLB’s depth of internationally born players provides an enormous opportunity to reach fans with cultural connections globally and domestically,” said Karin Timpone, Chief Marketing Officer for Major League Baseball. “The League is committed to celebrating the diversity of the sport in a way that resonates with the unique cultures that represent our game.”
The campaign will be featured across all of MLB’s platforms including MLB Network, MLB.com, MLB.TV; as well as MLB broadcast partners including FOX/FS1, ESPN and TBS. Spots will also be across other paid digital media sites.
