If you’re Fox Sports, you’ve been gearing up for this kind of series for years. Dodgers. Yankees. Two of the biggest brands in sports. The storylines are set. The stage is perfect. But what if, just three games in, this dream matchup is about to become a quick nightmare? What if the Fall Classic becomes a Fall Flop?
Let’s paint the picture. Game 1 opened with 14.16 million fans tuning in—the best opener since 2017. A rivalry showdown from coast to coast! Every baseball fan—and every brand—felt this was the series that would break records, dominate conversations, and pull everyone in. Capital One. Chevrolet. Google Cloud AI. Jersey Mike’s. You name it—they all threw their hats into this classic Yankees vs. Dodgers ring. But then came Game 3, and the Yankees stumbled to the brink of elimination. A 3-0 deficit, as any sports fan knows, is about as good as a tombstone.
Why Does the Length of the Series Matter?
In broadcast terms, it’s simple: more games mean more ads, more viewers, and more time for those dramatic, nail-biting moments that capture new fans. A seven-game series isn’t just an epic showdown—it’s prime real estate. Viewers build a deeper connection as they journey through each battle, and as they get hooked, brands get more mileage out of every single dollar.
Take a look back at 2016. The Cubs and Indians. Game 7. Nearly 40 million people tuned in, Fox’s biggest World Series audience ever. That’s the power of a seven-game series—the finale becomes more than a game. It’s an event, an experience, a storyline for the ages. For a broadcaster, a seven-game series is gold, plain and simple. So, what happens if the Yankees can’t muster a win in Game 4? If the Dodgers make it a clean sweep? Well, Fox might be looking at $147.8 million left on the table in hypothetical ad revenue. Yes, a lot of that was just “potential,” but for Fox, this could still mean a big financial hit.
What Are the Real Stakes?
A sweep won’t just cost Fox money; it’s going to cost viewership. Sure, Game 1 and Game 2 drew big numbers, averaging 14.5 million viewers when streaming and Spanish-language broadcasts are counted. But here’s the thing: viewership spikes as the series goes on. Look at 2017 again—by Game 5, over 18 million viewers were tuning in, and by Game 7, it was over 28 million. That’s nearly twice what the early games pulled in. If the series is over before it gets started, that whole swell of fan engagement goes down the drain.
If you’re a sports marketer, you know what this means. It’s not just about lost ad spots; it’s about missed opportunity. You lose the chance to reach casual fans who might only tune in for a Game 6 or 7, those drama-seekers who only show up when something big’s on the line. Think of a seven-game World Series as a crescendo, a buildup that every marketer dreams of. A sweep, on the other hand, cuts the song short.
But Maybe a Sweep Isn’t All Bad News?
So, are we looking at a total loss here? Not quite. The ratings and the dollars tell only part of the story. Fox might lose out on the extra ad spots, but there’s still a silver lining. This season has drawn incredible demand for baseball across the board. The Dodgers and Yankees have drawn viewers like few teams can. And Fox, in its wisdom, has stacked its ad inventory with major players. Pharmaceutical giants like Bimzelx, Arexvy, Wegovy, and Skyrizi are all on deck, tapping into the baseball audience’s demographics with precision. For a network, that’s smart business, sweep or no sweep.
Fox also knows its sports lineup this fall is, in a word, stacked. Coming up? Giants vs. Cowboys on Thanksgiving, a fixture as American as the turkey on the table. And then, there’s the Michigan-Ohio State showdown, one of college football’s fiercest rivalries. And to cap it all off, Fox has the Super Bowl in February, with 30-second ads going for $7 million. This lineup is a marketer’s dream, a trifecta of can’t-miss events that means Fox has plenty to celebrate, even if the World Series fizzles out.
The Big Question: How Can MLB Keep This Momentum?
Let’s zoom out. How can MLB turn this excitement into a long-term brand-building strategy that goes beyond any single World Series? How can they make sure this year’s buzz carries over to next season, even if the series is short-lived?
First, MLB needs to continue tapping into major markets. The Yankees and Dodgers brought big city buzz back to baseball. And while MLB can’t force a Yankees-Dodgers matchup every year, they can keep spotlighting teams and players that captivate diverse and expansive fan bases. Big markets mean big money, and MLB can look for more ways to leverage this—whether that’s through local partnerships, off-season events, or expanding local media coverage.
Next, the league should amp up international engagement. This year’s series, boosted by Shohei Ohtani and Yoshinobu Yamamoto, shattered viewership records in Japan. MLB can keep up this international momentum by exploring more global outreach initiatives, whether through player promotions, exhibition games, or collaborations with foreign media. Just look at how 61% of the 210 million YouTube views came from international audiences, with Japan taking the lead. Why not build on that with more content tailored for international fans?
And finally, MLB must look at the bigger social media picture. This World Series already broke MLB social media records, with engagement up 176% and video views up 209% compared to last year. But the key is consistency. MLB needs to keep fans engaged during the off-season by sharing highlights, player stories, and throwback moments that remind fans of why they love baseball. Digital content is MLB’s biggest ally in creating that bridge between seasons, keeping fans hyped year-round.
The Path Forward for MLB: Strategies for Broadcast Brand Value
If you’re MLB, the strategy should be simple: make every moment count. Capture fans not just with the biggest games but through year-round, memorable engagement. For marketers and sponsors, it’s about aligning with MLB’s unique ability to connect with fans through nostalgia, tradition, and international appeal.
MLB has a chance here to own the digital narrative in sports, a market that is quickly shifting to online platforms and social media. They can expand their storytelling, creating “must-see” moments outside of October. Here are actionable steps MLB can take:
1. Invest in Content Beyond the Game: Partner with digital creators, influencers, and athletes to bring fresh, relatable content that keeps baseball in the conversation, even in the off-season.
2. Emphasize Personalities Over Plays: Fans connect to athletes as people first. MLB can build stronger narratives around players, from off-field passions to life stories, showcasing the humanity that fuels the game.
3. Globalize the Brand: International stars like Ohtani can be brand ambassadors that carry MLB’s message worldwide. Embrace foreign markets by hosting events, developing localized content, and featuring international talent in marketing campaigns.
4. Leverage Partnerships That Speak to All Audiences: Baseball isn’t just for traditional sports sponsors anymore. MLB can expand its partnerships to include lifestyle brands, tech companies, and entertainment businesses that engage younger, diverse demographics.
So, is Fox really losing out if the Yankees go down in Game 4? Sure, maybe there’s a financial hit, maybe ratings don’t soar to Game 7 heights, but baseball is back in the spotlight. In the end, the Yankees and Dodgers gave fans a World Series filled with stars, and Fox still gets the last laugh with a sports lineup that’s nothing short of a touchdown, goal, and home run combined. For MLB, the key takeaway is that the game can grow—internationally, digitally, and culturally. And if they can keep the momentum, every season could feel like October.
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