Major League Baseball experience by Imagination sees fans celebrate in Trafalgar Square takeover

Major League Baseball (MLB) London Series: Trafalgar Square Takeover, the 3-day baseball fan festival, returned to London over the weekend.

This month, the New York Mets took on the Philadelphia Phillies in a 2-game series at London Stadium. This was the third staging of the MLB World Tour: London Series.

MLB London Series: Trafalgar Square Takeover ran from June 7 to June 9. It gave fans the opportunity to experience MLB in the centre of the capital with baseball activities, ballpark food, MLB merchandise and a full programme of entertainment including live screening of both games of the MLB World Tour: London Series 2024 Presented by Zoom Workplace.

For another year, Imagination has teamed up with MLB to responsibly curate, craft and deliver the best of baseball culture in this epic 3-day event.

At the centre of the festival will be a new and improved version of The Cage, MLB’s unique, immersive digital baseball experience.

Updating The Cage to use the latest ball tracking technology, the game will give visitors the chance to smash home runs in Trafalgar Square, hitting real baseballs that are then digitally visualised to soar across London’s Skyline. The dimension-defying experience blends real life and virtual gameplay, offering an interactive and memorable moment for a whole new generation of baseball fans.

In addition, on June 7, baseball legends Daniel Murphy and Chase Utley teamed up with superhuman Gladiators Apollo and Fire to go head to head in The Cage.

Anticipating the event, Rob Day – Business Director, Imagination said: “MLB Trafalgar Square Takeover is back in what is set to be another action-packed weekend of baseball culture. The event is free to enter and will feature global stars, big-screen content, MLB merch, the full ballpark food experience and much more. We are proud to work with MLB as we collectively strive for fresh new ways to enhance the fan experience. The evolution of The Cage is the latest in a 7-year relationship, where we work in partnership to push the boundaries to blend physical and digital fan experiences.”

Ben Ladkin, Managing Director, MLB Europe said: “We’re thrilled to be returning to Trafalgar Square for what will be a truly unmissable weekend in an iconic London location. Last year the response was incredible with thousands joining us to experience the festival atmosphere. Whether you’re a fan or a newcomer to baseball we have something for you – there’ll be food, music, entertainment, and games activities for all ages.”

Imagination has been working with MLB since 2016 on developing new baseball formats, with a number of different experiential activities helping the league to test, learn and iterate. Previous events include Europe’s first-ever Home Run Derby (2017), and London Yards (2019) – which ran alongside the historic London Series, redefining the fan experience and captivating new markets and audiences – and Home Run Derby X in 2022.

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