MLB Wants to Use 2024 World Series to ‘Amplify’ Marketing Efforts

LOS ANGELES — The star-studded 2024 World Series between the Yankees and Dodgers, already generating historic results, is both a culmination and acceleration of numerous MLB business initiatives, league commissioner Rob Manfred said Saturday.

Speaking before Game 2 of the World Series at Dodger Stadium, Manfred said current indicators such as initially robust domestic viewership and strong ticket demand are among the fruits of several years of effort by the league and its various partners. 

“It’s about the focus on the players, trying to grow the game into a more national product, [achieving] international growth, and [engaging] young people,” Manfred said in response to a Front Office Sports question. “When you get a stage like this, it’s an opportunity to step forward.”

Game 1 generated an average U.S. audience of 15.2 million, marking the best Fall Classic opener since 2017, while ticket resale activity has similarly been at levels not seen in eight years. 

Of course, there is an element of luck, too, and MLB has had a particularly strong dose of it this year. That good fortune includes getting the Fall Classic matchup between the Dodgers and Yankees, superstars such as Shohei Ohtani and Aaron Judge having historic years on the field and then appearing in this event, and Game 1 of the World Series on Friday ending with a dramatic walk-off, extra-innings grand slam by Dodgers first baseman Freddie Freeman. 

Still, the commissioner said those factors provide a further base of support from which to advance its fan development efforts.

“I really see this matchup as an opportunity to amplify everything we’ve been working on,” he said. 

State of the Game

In other matters addressed by Manfred:

• There is still nothing close to a complete assessment on the state of the Rays’ Tropicana Field, which was seriously damaged by Hurricane Milton. The MLB Players Association has already expressed concern over player conditions in a likely move by the club to a minor-league facility for at least part of the 2025 season. “That needs to get done,” Manfred said of the assessment. “Obviously, it’s not just the roof, but there was damage internally as well. Until they tell you exactly what’s wrong, it’s just a guess as to how long it’s going to be.” That said, Manfred is aiming to have clarity on Rays’ situation by Christmas.
• Agreeing to the players’ demand for a grass field at Sacramento’s Sutter Health Park, where the A’s will play for three years, was a straightforward decision. Manfred also acknowledged there will likely be further resoddings of the field during each A’s season there. “Grass can be replaced. That’s a question of relatively modest investment, in order to make sure it’s the best place for players to be playing,” he said. 
• MLB will end 2024 with a record level of revenue, boosted in part by this World Series, but Manfred did not specify a figure. The league reportedly brought in $11.6 billion last year.

After taking questions from reporters, Manfred spoke briefly with Disney CEO Bob Iger, attending Game 2 at Dodger Stadium. Disney’s ESPN is a major MLB rights holder, but has an opt-out in its contract after the 2025 season.