How Major League Baseball Markets Global Stars to American Fans

Baseball has always been called America’s pastime, but if you take a look around today’s Major League Baseball (MLB), you’ll notice something fascinating: many of the sport’s biggest stars aren’t American.

From Shohei Ohtani dominating headlines with his two-way brilliance, to Ronald Acuña Jr., Juan Soto, and Fernando Tatis Jr. bringing energy from Latin America, the face of baseball has become increasingly international. What’s even more impressive is how MLB has managed to make these global superstars household names in America — often despite language barriers.

So how does MLB do it? Through smart, emotional, and culturally aware marketing.

Speaking a Universal Language

You don’t have to speak English to connect with fans. The MLB understands this and has shifted its marketing to focus less on words and more on emotion.

Highlight reels, slow-motion montages, and cinematic storytelling have become the backbone of their campaigns. You don’t need a translator to understand Shohei Ohtani hitting a 450-foot home run or Acuña Jr. celebrating a stolen base with pure joy. Emotion translates instantly.

The league has leaned into that, using visuals, music, and energy to communicate personality — not just statistics.

Personality Over Language

A few years ago, sports marketing leaned heavily on interviews and quotes to “sell” athletes to fans. But today’s MLB focuses on showcasing personality in other ways.

Social media clips show players laughing in the dugout, interacting with fans, and celebrating in style. Brands like Nike, Topps, and MLB itself create campaigns that highlight swagger, creativity, and individuality — no English required.

When you see Tatis Jr. flip a bat or Ohtani smile after striking someone out, you get a sense of who they are. The league realized that personality doesn’t need subtitles.

Storytelling Through Culture

MLB’s marketing also celebrates where these players come from. Instead of trying to “Americanize” international stars, the league often highlights their cultural roots — their families, their hometowns, and their journeys to the big leagues.

That authenticity builds connection. Fans don’t just see players as athletes; they see them as humans with stories worth following.

For example, campaigns for the World Baseball Classic and Hispanic Heritage Month show how MLB celebrates cultural pride while bringing diverse audiences together under one banner: love for the game.

What Businesses Can Learn From MLB

There’s a powerful lesson here for every marketer: connection doesn’t depend on language, it depends on emotion.

If your audience is diverse, don’t shy away from it — embrace it. Use imagery, music, tone, and storytelling to build bridges. Your message doesn’t have to be perfectly understood word-for-word to resonate deeply.

Just like MLB, you can:

• Show, don’t tell. Use visuals that spark feeling.

• Highlight personality. People connect to people, not faceless brands.

• Celebrate diversity. Let your brand reflect the communities you serve.

Wrapping It Up

Major League Baseball’s stars come from all over the world, but their stories still connect with millions of American fans. That’s not by accident — it’s the result of intentional, emotionally driven marketing that transcends language.

For marketers, the takeaway is simple: if your storytelling feels human, authentic, and full of heart, people will understand it no matter what language you speak.

Ready to Tell Your Brand’s Story?

At Ignite Digital Marketing, we specialize in helping businesses connect with their audiences on a deeper level. Whether your customers are local or global, we’ll help you craft a message that resonates beyond words. Let’s create something unforgettable together.