☕ Eyes on the ball
Inside MLB’s move to bring more influencers into ballparks.
Marketing Brew <[email protected]>
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Morning Brew promotes an upcoming event on November 4, where Marketing Brew will discuss matching email, SMS, and push notifications to the right customer. The newsletter also covers Major League Baseball's social and influencer strategy, including inviting over 200 influencers to postseason games. MLB's approach aims to generate content while avoiding disruptions to the games.
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579 words · about 2 min to read
October 28, 2026
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It’s Wednesday. Your customers have an inbox, a phone, and a limited tolerance for both. On Nov. 4, Marketing Brew covers how to match email, SMS, push, and more to the right customer without wearing out your welcome. Register now.
In today’s edition:
Take me out to the ball game ⚾
From start to finish 🏃
Remove from cart 🇨🇦
—Alyssa Meyers, Andrew Adam Newman
SOCIAL & INFLUENCERS
Diamonds are forever
Milwaukee Brewers players celebrate during Game 3 of the 2026 World Series.
Daniel Shirey/Getty Images
A few months ago, the USTA faced widespreadbacklash because of the influx of influencers at this year’s US Open.
That didn’t stop Major League Baseball from doubling down on content creators during its postseason.
MLB is inviting more influencers to ballparks than ever before. More than 200 influencers will attend postseason games this year, and the content generated by them is expected to generate more than 100 million views, according to the league.
Influencers, and certain media partners, also have “access above and beyond just going to a game,” Cameron Gidari, VP of social media and innovation, told Marketing Brew—but to avoid blinding anyone with a ring light, there have been a few stipulations.
“They don’t want to break the rules…so let’s make sure that they’re informed ahead of time,” he said. “Let’s make sure they know what the guardrails are, and we have found that just by doing that, we feel really comfortable about who we’re bringing. A lot of that comes down to the vetting ahead of time…You do the prep ahead of time so that you can have the confidence that it will work out, and it’s less scary in the moment.”
The league’s postseason approach is reflective of a broader revamping of its social and influencer strategy that started around this time last year. Coupled with other initiatives like partnering with popular book, movie, and television franchises, it stands to extend MLB’s fandom to audiences who’ve not previously considered the sport—and deepen the engagement of existing fans during a World Series that features two small-market teams.
For more on the MLB’s influencer strategy and how it intersects with its athlete-led content, continue reading here.—AM
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Sponsored By Reddit For Business
The holiday gift list gets a reality check
Sponsor: Reddit For Business
Holiday shoppers are doing their homework. In a Reddit x EMARKETER survey, nearly half said they spend more time researching purchases than they did two years ago. They compare search, retailer reviews, creators, and AI answers, then look for agreement before buying.
Candor helps seal the deal. In the same survey, the majority said they trust a Reddit thread more when it includes both positive and negative opinions, and more than a quarter said an honest take on a product’s downsides helped them feel confident about holiday purchases.
For marketers, confidence takes more than an endorsement; it takes real conversation.
Download the holiday report.
SPORTS MARKETING
Hit the pavement
A still of a woman wearing sunglasses, running gear, and a NYC marathon medal, with the white text overlay
Screenshot via @nyrrvideo/YouTube
If you live (almost) anywhere in New York City, you’ll be hard-pressed to go about your day as usual on Sunday. That’s because the TCS New York City Marathon will, for the 50th time, take over streets spanning all five boroughs.
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