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US Baseball in America Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Baseball in America - US market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • People still tune in to watch baseball
  • Following Baseball has never been easier
  • Creative offerings to get fans through the turnstiles

Covered in this report

This report explores consumer interest in and engagement with America’s pastime – baseball. As one of the four major professional sports in the United States, we explore the current state of baseball and what is shaping its future – such as incorporating technology, fantasy sports, and sports betting. We also examine consumer interest in, and perceptions of baseball, barriers and opportunities related to following baseball and attending games, and more.

Expert analysis from a specialist in the field

Written by Colin O'Brien, a leading analyst in the Leisure sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

This Report explores consumer interest in and engagement with America’s pastime – baseball. As one of the four major professional sports in the United States, we explore the current state of baseball and what is shaping its future – such as incorporating technology, fantasy sports, and sports betting. We also examine consumer interest in, and perceptions of baseball, barriers and opportunities related to following baseball and attending games, and more Colin O'Brien
Consumer Insights Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The Baseball landscape
          • Figure 1: Total Major League Baseball regular season attendance, 2014-19
          • Figure 2: Interest in baseball by level, November 2019
        • Key takeaways
          • People still tune in to watch baseball
            • Following Baseball has never been easier
              • Figure 3: Baseball viewing - method
            • Creative offerings to get fans through the turnstiles
              • Gaming opportunities appeal to young consumers
                • Figure 4: Interest in fantasy baseball by generation, November 2019
                • Figure 5: Interest in betting on baseball by generation, November 2019
              • The baseball halo effect
                • What it means
                • The Baseball Landscape

                  • TV contracts and ratings
                    • Figure 6: World Series TV Ratings Points, 2014-19
                  • Dwindling MLB attendance
                    • Figure 7: Total Major League Baseball regular season attendance, 2014-19
                  • Quick Hits – Getting grounded in baseball
                    • Marketing through baseball
                      • MLB hits record revenues in 2019
                        • MLB games are (too) long
                          • Swinging for the fences
                            • More focused fandom
                              • Growing the next generation of fans
                                • Cost of attending games rises
                                • Key Indicators Impacting Baseball

                                  • The Swoosh meets the diamond
                                    • What’s happening now
                                      • What’s on deck
                                        • Figure 8: MLB incorporates brand logos on uniforms
                                      • One more streaming subscription
                                        • What’s happening now
                                          • What’s on deck
                                            • It ain’t broke, but it needs fixing
                                              • What’s happening now
                                                • What’s on deck
                                                  • MLB wagering on sports betting
                                                    • What’s happening now
                                                      • Figure 9: Sportscenter Bad Beats – Co-Host Stanford Steve
                                                    • What’s on deck
                                                      • Ballpark (Pass) and chill
                                                        • What’s happening now
                                                          • What’s on deck
                                                            • Figure 10: New York Mets Ballpark Pass Offering
                                                          • Amid recent success, MLB seeks MiLB restructure
                                                            • What’s happening now
                                                              • What’s on deck
                                                                • Let the kids play, and watch
                                                                  • What’s happening now
                                                                    • What’s on deck
                                                                      • Figure 11: MLB Players’ Weekend Jerseys
                                                                      • Figure 12: Let The Kids Play
                                                                      • Figure 13: Carl’s Jr Integration
                                                                  • Exploring Baseball Fans

                                                                    • MLB dominates baseball fandom
                                                                      • Figure 14: Interest in baseball by level, November 2019
                                                                      • Figure 15: Interest by level of baseball, November 2019
                                                                    • Fandom is a personal perception
                                                                        • Figure 16: MLB Interest by generation, November 2019
                                                                      • Growing the female fan base
                                                                        • Figure 17: Level of baseball followed by gender, November 2019
                                                                        • Figure 18: MLB fandom passion by gender, November 2019
                                                                        • Figure 20: Microsoft Surface Pro 7, featuring Katie Sowers
                                                                      • Following baseball trends younger
                                                                        • Figure 21: Interest in baseball by level by generation, November 2019
                                                                        • Figure 22: Use social media to follow baseball by generation – November 2019
                                                                    • Barriers for Baseball

                                                                        • Getting comfy on the couch
                                                                          • The juice ain’t worth the squeeze
                                                                            • Figure 23: Orioles kids cheer free program
                                                                            • Figure 24: Boston Red Sox 2020 Theme Nights
                                                                          • “Baseball is boring”
                                                                            • Figure 25: Barriers to following baseball, November 2019
                                                                            • Figure 26: Taco Bell – Steal a Base, Steal a Taco
                                                                          • Barriers vary by generation
                                                                            • Not just peanuts and Cracker Jack
                                                                              • Figure 27: MLB Foodfest Menu
                                                                            • Modernizing the game
                                                                              • Figure 28: Mark Teixeira, Former MLB Player and TV Analyst
                                                                            • Turning embarrassment into engagement and education
                                                                              • Figure 29: Barriers to following baseball by generation, November 2019
                                                                          • If You Build It, They Might Come

                                                                            • An experience beyond just the game
                                                                              • Figure 30: Methods to increase 2020 baseball attendance
                                                                              • Figure 31: T-Mobile Park food options
                                                                            • A squad to see the squad
                                                                              • Figure 32: Kansas City Royals – Yogis in the Outfield
                                                                            • I’ll have fries with that ticket
                                                                              • Figure 33: Chicago White Sox – Bleachers & Brews
                                                                            • Mintel TURF brings all the fans to the park
                                                                              • Figure 34: TURF Analysis – Interest in attending a game next season, November 2019
                                                                            • Take me out to the ballgame
                                                                              • Figure 35: Ticket acquisition method
                                                                              • Figure 36: Chicago Cub Ticket packs
                                                                          • Keeping Up with America’s Pastime

                                                                            • Following the game of baseball
                                                                              • Figure 37: Methods of following baseball
                                                                            • Life stage influences how you root (root, root) for the home team
                                                                              • Figure 38: Methods of following baseball – by generation
                                                                              • Figure 39: Following baseball – with whom by generation
                                                                            • The Sabermetrics-ish of fandom
                                                                              • Figure 40: MLB fandom by number of methods used to follow baseball, November 2019
                                                                              • Figure 41: Likelihood of purchasing brands affiliated with baseball team, by number of methods used to follow baseball, November 2019
                                                                              • Figure 42: Media channel usage index of baseball fans for 5+ hours use over a seven day period, Spring 2019
                                                                          • Focus on Community Involvement

                                                                            • Making an impact in the community
                                                                              • Figure 43: Opportunities for brands
                                                                              • Figure 44: Adam Eaton’s Rev Up The Park charity event
                                                                          • Making Players More Personable

                                                                            • Getting to know players beyond their stats
                                                                              • Figure 45: Interest in players’ personal lives by generation, November 2019
                                                                              • Figure 46: State Farm Insurance – Chris Paul “Deer” Video
                                                                            • We need to talk about your flair
                                                                              • Figure 47: Interest in players’ personalization by generation, November 2019
                                                                          • Fantasy Baseball & Sports Betting

                                                                              • Figure 48: Appeal of fantasy baseball by gender and age, November 2019
                                                                              • Figure 49: Fantasy Baseball World Championship
                                                                              • Figure 50: Sports betting TV shows
                                                                              • Figure 51: Appeal of sports betting by gender and age, November 2019
                                                                          • Brand Integrations in Baseball

                                                                              • Figure 52: Reynolds Wrap infield tarp integration
                                                                              • Figure 53: Skittles infield tarp integration
                                                                              • Figure 54: OnTrac bullpen cart integration
                                                                              • Figure 55: Chick-fil-A “fowl” poles
                                                                          • Growing the Game in 2020

                                                                            • Rewarding fandom
                                                                              • Figure 56: Dunkin’ DD Perks Kansas City Royals promotion
                                                                            • Baseball’s RedZone?
                                                                              • Figure 57: Methods to increase 2020 baseball following
                                                                          • Appendix – Data Sources and Abbreviations

                                                                            • Data sources
                                                                              • Consumer survey data
                                                                                • Consumer qualitative research
                                                                                  • Abbreviations and terms
                                                                                    • Abbreviations
                                                                                      • Terms
                                                                                      • Appendix – The Consumer

                                                                                          • Figure 58: Opportunities for brands
                                                                                          • Figure 59: Simmons Consumer data
                                                                                          • Figure 60: Simmons Connect Plus data

                                                                                      This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                                      • Market

                                                                                        Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                      • Consumer

                                                                                        Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                      • Brand/Company

                                                                                        Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                      • Data

                                                                                        Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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