• Loading stock data...
Tuesday, April 22, 2025

Nationals ‘Baby Shark’ Craze Paid Off On And Off The Baseball Field

  • Popular Baby Shark items for fans to purchase at Nationals Park during the season included t-shirts, hoodies, headbands, and plush hats.
  • BreakingT, an MLB Players Association license partner, created the first Baby Shark baseball-themed shirt in June, before the craze went national during the postseason.
gerardo parra baby shark
Credit: Geoff Burke-USA TODAY Sports

It’s difficult in sports to know when the next out-of-the-box merchandise or stadium activation opportunity will present itself.

That is until it smacks you right in the face.

The “Baby Shark” craze prevalent throughout the Washington Nationals 2019 season, en route to the World Series title, is proof of that.

“In those situations, you are always reacting quickly to something that is sticking with fans,” said David Lundin, VP of production and broadcasting at the MLB club. “Our job is to lean into the things that are going well and enhance them.”

Baby Shark fever was born early in the 2019 season after Nationals newcomer Gerardo Parra – signed as a free agent in May – used the popular kids’ song as his walkup music before at-bats. 

Noticing fans excitement for the moment, Lundin and his team created video graphics to play around Nationals Park at various points of the game. One of the animations featured Parra motioning in “Baby Shark gestures” on the jumbotron.

“The crowd went crazy the first time we played [the graphics],” said Lundin, “I have a small child, so I understood why it would be popular with kids, but I did not expect it to catch on like this.”

There was, of course, a clear merchandising opportunity around Baby Shark that the Nationals recognized. Throughout the summer and into the postseason, the club sold customized Parra-Baby Shark apparel for adults and kids designed by retailer BreakingT. Popular items included Baby Shark t-shirts, hoodies, headbands and plush hats, said a Nationals spokesperson.

BreakingT, an official MLB Players Association license partner, created the first Parra Baby Shark t-shirt in June. In addition to its ongoing marketing and retail partnership with the Nationals, BreakingT also works with more than 50 different baseball teams across MLB and Minor League Baseball, according to President Jamie Mottram.

“We had been selling Parra t-shirts online and at [Nationals Park] all summer long,” said Mottram. “It was a surprise to us that it became an instant phenomenon in October.”

READ MORE: MLB Playoffs Remain Big Draw For Top Brands

As popularity around Baby Shark merchandise picked up for BreakingT, the retailer created sweatshirts, decal stickers, and coffee mugs heading into the playoffs. The original Parra t-shirt design, however, was easily the number one product sold by the merchant during the season – outperforming merchandise for team stars Max Scherzer and Anthony Rendon, among others.

“He [Parra] did not contribute in any major way in the postseason, compared to Rendon, Howie Kendrick or Juan Soto. But he continued to compete at the register,” Mottram said.

BreakingT would not disclose any specific financials about the impact Baby Shark sales had on its business other than to say the company sold several thousand units. After the World Series, other MLB retail partners, including Fanatics, began creating their own versions of Baby Shark-themed shirts and accompanying memorabilia.

The Nationals said the closest the team has come to 2019’s Baby Shark fever in recent memory was seven years ago. Former catcher Michael Morse’s walk-up music at the time, “Take On Me” by a-ha, prompted fans to sing in unison before his at-bats.

But from an MLB perspective, the league has likely not seen a craze as large as Baby Shark since the “Rally Monkey” utilized by the 2002 Anaheim Angels, according to Alex Evans, managing director of L.E.K. Consulting and leader of the firm’s sports practice.

“Both teams won the World Series, amplifying the awareness beyond their core fan bases,” he said. “Both animals are also closely linked with positive on-field impact to create a narrative.”

READ MORE: NFL Teams Feeding Fans New Concession Benefits

The Nationals support of the phenomenon by playing Baby Shark-themed videos at Nationals Park helped the activation stick with fans, Evans added. And as a kids’ song originally, Baby Shark crossed demographic lines and appealed to entire families.

“Leagues and teams need to treat these phenomena as potential new franchises, similar to how a major studio like Disney would treat a new Pixar film release and activate across consumer packaged goods, TV, and other channels,” said Evans. “Leagues and teams need to approach these trends opportunistically and be ready to put the appropriate resources behind the trend to amplify reach and interest.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Major Sports Figures Donated at Least $15M to Second Trump Inauguration

The Dallas Mavericks and Houston Rockets owners donated $1 million apiece.
exclusive

Shannon Sharpe Eyes $100M+ Podcast Deal As Volume Contract Expires

Sharpe’s podcasts have exploded in popularity over the last several years.
Twins

Twins Attendance Plunges As Sale Drags On

At least one prominent suitor has dropped out of talks.

UFL Dealing With Challenges Three Weeks Into Second Season

The spring football league is in its second season.

Featured Today

Apr 5, 2025; San Antonio, TX, USA; Duke Blue Devils forward Cooper Flagg (2) reacts after a three point basket against the Houston Cougars during the first half in the semifinals of the men's Final Four of the 2025 NCAA Tournament at the Alamodome.

Cooper Flagg’s Timing Is Perfect for the NBA and USA Basketball

The projected No. 1 pick just declared for the draft.
Apr 14, 2025; New York, New York, USA; Paige Bueckers is interviewed by ESPN after being selected with the number one overall pick to the Dallas Wings in the 2025 WNBA Draft at The Shed at Hudson Yards
April 21, 2025

ESPN’s WNBA Coverage Mirrors the League’s Stunning Growth

“I don’t think we stand still in our coverage of women’s sports,” says Rowe.
Mar 16, 2025; Milwaukee, Wisconsin, USA; Oklahoma City Thunder guard Shai Gilgeous-Alexander (2) celebrates with guard Isaiah Joe (11) after score in the fourth quarter against the Milwaukee Bucks at Fiserv Forum.
April 20, 2025

Unorthodox OKC: The Thunder Redefined Tanking to Become NBA’s Best

A rebuild years in the making has OKC in the driver’s seat.
Mar 13, 2020; Augusta, GA, USA; The front entrance at Augusta National Golf Club in Augusta, Ga., Friday morning. The Masters Tournament has been postponed due to coronavirus concerns.
opinion
April 20, 2025

What’s It Like to Play Augusta? A Day on the World’s Most..

Inside a round at the most exclusive club in the world.

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

This week, Two-time Super Bowl Champion and CBS NFL analyst Logan Ryan joins us to talk the business of sports on our third installment of Portfolio Players.
Oct 29, 2024; Bronx, New York, USA; Los Angeles Dodgers first baseman Freddie Freeman (5) reacts after hitting a RBI single against the New York Yankees in the fifth inning during game four of the 2024 MLB World Series at Yankee Stadium.
October 31, 2024

Strauss Ads on MLB Helmets Annoyed Some Fans. CEO Says They Were a ‘Huge Success’

Strauss’s deal with MLB goes until 2027.
August 26, 2024

Cooper Flagg Spurns Nike Ties for New Balance

Flagg is the projected top pick in 2025.
August 22, 2024

Marketing Stunt Had Major Cycling Race Start In Grocery Store

The Vuelta has a history of creative stage kickoffs.
August 19, 2024

Jake Paul Claims He’ll Make $40 Million Off Tyson Netflix Fight

Paul and Tyson are set to fight in Texas in November.