Major League Baseball appoints XYZ to engage with a new generation of fans with the launch of 2019 softball60 series in London

MLB has appointed the brand experience agency, XYZ to create a socially-powered baseball experience in the heart of London called the MLB Softball60 Series – a new fast-paced inclusive team sport for Europe that will ramp up excitement and awareness ahead of the Mitel & MLB Present London Series 2019.

MLB has launched MLB Softball60, the social softball series built for a city like London, to introduce the sport to new audiences.

Debuting this month, Softball60 offers an exciting opportunity for MLB to create a content driven and engaging brand experience ahead of the Mitel & MLB Present London Series 2019 between the Boston Red Sox and the New York Yankees on June 29-30.

Softball60 is a hybrid experience that is centred around social engagement, music, culture and, of course, sport. Hosted across 4 London locations, Softball60 will feature app-powered games and no previous playing experience is required. This fast-paced, simplified version of the game is baseball redefined for the Londoner.

Charlie Hill, managing director EMEA, Major League Baseball said: “As an organisation, we have been planning to bring games to Europe for a number of years. It is an important decision for MLB and we see this as a great opportunity to engage with a new and wider audience. We are excited to work with XYZ to bring our Softball60 concept to life.”

The series will include 30 teams, replicating the 30 MLB franchises. Each team will be kitted out to represent their franchise and will compete against each other across a five-week period with play and scores managed through an innovative app.

Will Mould, XYZ explained: “Working with MLB to showcase this iconic US sport in London to a new generation of fans is such an exciting campaign for us to be part of. It will blur the lines of sport and culture, be social and inclusive and speak to this new generation of fans who are hungry for what’s new and puts interactivity and technology at the heart of the digital and physical experiences. We are so excited for the experience to start.”

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